As companies seek to create an emotional bond with their customers through storytelling, they are increasingly turning to film and television writers and directors.

When Santa Monica-based Activision wanted a new spot for its Guitar Hero game, Chief Executive Bobby Kotick sought the services of Brett Ratner, best known for the “Rush Hour” films.

Ratner produced ads for the “American Idol” finale: As David Archuleta and David Cook waited to hear the results, each singer appeared in two separate Guitar Hero spots that referenced the film “Risky Business.”

Both Idol contestants wore Oxford shirts, white briefs and tube socks to suggest Tom Cruise in the film. But they played a Guitar Hero toy instead of a fireplace poker.

“It doesn’t matter whether you’ve seen the movie or not,” Ratner said. “All that matters is that it makes you want to be at home in your underwear playing Guitar Hero.”

More and more companies are seeking to create a similar sensation by attaching their products to hit films and TV shows. And Hollywood is more than willing to oblige.

As the trend widens, the traditional roles of agency and ad-makers begin to blur, and sometimes even merge.

Ford and ’24’

Wild Canary Media is a company that exemplifies this transformation. It’s a combination of an ad agency and a production company.

Wild Canary created two 30-second spots to bookend an episode of “24,” a TV series about a fictional government agent who fights terrorists in and around Los Angeles.

In the spots, series protagonist Jack Bauer chases down terrorists in a Ford F-150 truck.

“Ford knew that ’24’ was a highly rated show that was being watched by the type of consumer they wanted to reach, men between 16 and 35,” said Richard Marlis, co-founder and president of Burbank-based Wild Canary. “Rather than just run a traditional commercial or product placement, they wanted to create original content that reflected the show.”

Packaged goods companies are now following the same strategy.

When Kraft Foods wanted to create thematic commercials designed to run during family movies on Studio City-based Hallmark Channel, executives asked Wild Canary to come up with a family-themed series of ads touting its barbecue sauce.

The creative team at Wild Canary designed a series of commercials using an outdoor picnic theme, with family members playing Frisbee, dogs playing fetch and people eating at a wooden picnic table. “We only showed quick flashes of the actual product,” Marlis said. “The majority of the shots connected the audience to a family experience.”

Burbank-based Walt Disney Co. has long been a specialist at connecting products to entertainment.

In an effort to connect with what are called “tweens,” boys and girls between 8 and 12, Disney spreads its content between film, television, Internet and mobile phone screens with a number of methods.

“We use all media, but the sweet spot right now for tweens is the mobile phone screen,” said Bob Davis, senior vice president, Disney Online media sales and marketing. “Tweens are doing a lot more than talking on their phones. They use it to surf the Web, send and receive photos and to play games.”

As a result, Disney has created a number of what are called casual video games simple games that can be played within a minute or two. Davis said that banner ads and roll-ins a mini commercial run before the main content are still being used, but companies will make money by creating games based on a product. For example a company might create a game based on a soft drink it wants to sell.

“Online, and to a greater extent, mobile is where advertising is going,” Davis said.

If companies want to connect with consumers, they have to get creative, said longtime publicist Michael Levine.

“And that can only be done in Hollywood.”