Mutual of Omaha will be the first sponsor in a new Hallmark Channel ad format that allows a single advertiser in a commercial pod, Variety says.

Called “Fast Break,” the pods, designed to break through ad clutter, give a single sponsor the floor in the first short break of a program; subsequent pods are longer and have multiple advertisers.

The concept will debut during the channel’s 9 p.m. movie June 23-26.

—Elizabeth Jensen