Mystery brand set to risk live improvised ad

Comedy Central is going to air a live, improvised ad from an unnamed brand on 17 June.

Four comedians from the group Mischief Theatre will perform improvised comedy about the mystery product – which will only be revealed to them during the ad – in a three-minute long spot at 9:10pm.

In addition to being filmed, the spot will also be performed in front of an audience. Once complete, the live ad will be turned into 20-second spots that will run throughout 2013.

18 Feet & Rising is behind the campaign, which was created by Anna Carpen and Alex Delaney, and directed by Jake Mavity at Tantrum.

The agency has also created a 30-second teaser for the live ad, which airs tomorrow on Comedy Central and online.

Jonathan Trimble, the chief executive of 18 Feet & Rising, said: "The client has put a lot of faith in us. It’s a real sink-or-swim moment, but we have confidence that it will pay off. It’s a risky strategy, but ballsy campaigns create big impact and the brand feels a right fit for such an outlandish concept."

Other examples of live ads include Virgin Media’s 'Last Chance Live' campaign in 2011 that featured comedy character Keith Lemon, and Honda’s live skydive stunt, which was part of its 'Difficult Is Worth Doing' campaign.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published