Theatre company Pants On Fire offers advertisers live ‘Ad Breaks’ in new Edinburgh Festival show

Theatre company Pants On Fire is offering advertisers live ‘Ad Breaks’ in its forthcoming production of Pinocchio at this summer’s Edinburgh Festival.

The production is set in the ‘Mad Men’ era of the 1950s and Pants On Fire, which won numerous awards for its cheeky Edinburgh production of an adaptation of Ovid’s Metamorphoses (left), is planning to produce tongue-in-cheek live ads with jingles, oversized dancing props and with “the pristine finish of genuine 1950s television commercials.”

Development director Hannah Pierce says: “the show will be seen by around 4,000 people in Edinburgh and each product or service will receive its own bespoke live ad plus a half-page ad in the theatre programme. We think it’s a great opportunity for advertisers to reach a new audience in a new way and, among other things, show that they’ve a sense of humour.”

The unreasonably talented theatrical ensemble have produced a taster YouTube video featuring company patron Michelle Dockery of Downton Abbey fame.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.