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.