18 Feet & Rising’s Mystery Improvised TV Spot

A new mystery brand is staging the first-ever live improvised TV ad, in one of the most ambitious ad-break initiatives yet. 

Four comedians from improv group Mischief Theatre will use the mystery product as inspiration to perform improvised comedy live on air at 9:10pm, Monday June 17th, on Comedy Central.  

To add to the challenge, the comedians will not know what the product is in advance - it will only be revealed to them as they are being filmed live on TV.

The one-off ad, which has been devised by ad agency 18 Feet & Rising, will see the comedians improvising their skits in front of a live studio audience. 

 

The live three-minute TV ad will be followed by 20-second cut-downs of the ad featuring individual skits which will be played out over the year.

A 20” teaser spot promoting the live broadcast, also created by 18 Feet & Rising, breaks on Friday May 31st and will run on Comedy Central and online. The teaser spot shows the comedians appearing to sweat with fear in the run up to the live ad.

Jonathan Trimble, CEO 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.”

Peter Dale, Business Development Manager for BeViacom and Comedy Central said “More so now than ever, it’s essential for a brand’s message to stand out from the crowd. This idea brings together a daring brand alongside Comedy Central’s heritage in stand-up, to create an innovative partnership for the live advert and beyond”.

Credits

Client: ‘Mystery’ brand
Agency: 18 Feet & Rising
Agency creative: Anna Carpen, Alex Delaney
Account Director: Adrienne Little
Agency Producer: Emily Hodgson
Director/ Production Co: Jake Mavity for tantrum
Producer: Sarah Gardner for tantrum
Editor: Jake Mavity for tantrum
Comedians: Mischief Theatre