Labelled as an "advertainment phenomenon", the event originated in France in 1981. It now has shows in more than 150 cities across 52 countries. To promote the event, which takes place at London's Bloomsbury Theatre, Euro RSCG London has created an advertising campaign, which plays on the concept of "ad eating". The ads, which break this week, depict the Duracell bunny on dental floss, a drumming gorilla on a toothpick, coloured balls in a toothbrush and Flat Eric on a dental probe.
The IPA will screen Night of the AdEaters, an international show celebrating the best TV and cinema advertising from around the world, in London next month.