18 Feet & Rising to debut UK’s first improvised TV ad for mystery client

Enterprising London ad agency !8 Feet & Rising has persuaded a brave client to buy into what it claims is the UK’s first live improvised ad which will air on digital TV channel Comedy Central on Monday June 17 at 9.10pm.

The ad features four comedians from Mischief Theatre saying nice things (we assume) about the as yet unnamed client. 18 Feet is currently running a comedy-based campaign for AkzoNobel, so that may be a clue. Its other clients include Nationwide, which is probably less likely.

Ads used to be live back in the day of course although there was a script. Maybe a trend is developing. Another theatrical troupe Pants On Fire is trying to persuade advertisers to participate in live ‘Ad Breaks’ during its planned performance of a Mad Men-era Pinocchio at this year’s Edinburgh Festival.