-Shameless star Emmy Rossum is the latest to flaunt her pipes in the ongoing Cotton campaign from DDB New York (above).

-Rich Siegel discusses burning the midnight oil at an agency. link

-Adobe offers its own online ad report. link

-The folks at Business Insider rented out the background of their Twitter page to to Woodford Reserve. link

-After a three-year stint, Best Buy CEO Brian Dunn has called it quits. link

Late last month, Toshiba, Intel and agency Pereira & O’Dell joined forces to create the purported first social media film, Inside. Users were tasked with banding together to help save Emmy Rossum‘s character, Christina Perasso, escape her captors using social media. Given that the online film was honed by Disturbia director D.J Caruso, it’s surprising to see that Inside‘s dark tone would produce such a emotional outpouring of gratitude from fans.

As one Periera & O’Dell employee told us, the agency was shocked to see fans independently take to YouTube to express their thanks. “I am floored as I have NEVER in my career seen anything like this,” the employee tells us. “I’ve asked the whole team ‘What is this? They did this themselves?’” It looks like, somehow, a spooky interactive mystery has been turned into a story about online teamwork and togetherness. The full pieced-together film will debut next week here.

In a world where sentient Facebook ads control the darkest corners of the Internet and your life could depend on a re-tweet from someone with a high Klout score comes Inside , the first online film where social media matters (which is also not to be confused with the chilling French horror film of the same name).

Starring young starlet Emmy Rossum (who you may remember from Mystic River, The Phantom of the Opera and her stunning turn as Bulma in Dragonball: Evolution), Intel and Periera & O’Dell are looking to build on the giant amount of buzz received for the “Museum of Me” Facebook app, partnering with Disturbia director D.J. Caruso and Toshiba. According to the announce, the film’s premise is this: “Actress Emmy Rossum plays the starring role of Christina, a woman trapped in a room with only an Intel processor-powered Toshiba laptop and an untraceable Internet connection. Unable to determine where she is being held or what her fate might be, Christina uses the laptop to mobilize her social network, reaching out to friends, family and anyone else who can help her figure out where she’s being held and how to escape.”

Debuting online on July 25, viewers will communicate to Rossum’s character, giving tips, hints and clues that will help lead her to safety. Also, the film’s website is has a open casting call where one lucky viewer will actually appear in a credited role in the film, which will be released in its entirety in August. Will this be an online hit, or will it go largely ignored (except by the ad press)? Credits and Caruso’s casting call after the jump.

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In response to one of my favorite pop culture journalists being dismissed after fabricating a book review, it’s time to own up to my own biases: Anything that stars William H. Macy as a drunk, deadbeat father with long hair, I will automatically get behind. I don’t know why, but since viewing his role in The Last Dragon (a good hungover Saturday movie to watch if you can get your hands on it), I’ve been a fan of the guy. He doesn’t get a lot of credit really, but he can play out there and crazy with the best of him. Of course, his new series from Showtime Shameless looks very promising from this trailer, but then, so did Boardwalk Empire before it got kind of boring. Will Shameless be another example of a great supporting actor not quite cutting it with a starring role in a TV drama? We’ll have to wait and see.

One of two slow-motion spots from award-winning Station director David Gray (no, not that David Gray), “Macy and Rossum” depicts Macy as an alcoholic father of six being cared for by his eldest daughter (Mystic River and The Phantom of the Opera‘s Emmy Rossum). Set in Chicago (it looks like they borrowed the couch from Roseanne for this show), Macy’s character must hold it together long enough in his wife’s absence to shamelessly pull his family together. Wacky hi-jinks and universal learning experiences are sure to occur when his daughter goes “out,” possibly compounding the problem when she produces six more children of her own. Check it out after the jump.

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