Lexus is rolling out a program this week that will put live commercials, using improv comedians following up on suggestions from social media, on NBC’s "Late Night with Jimmy Fallon."
Advertising Age reports that the series will run every Thursday night, beginning tomorrow, Sept. 19, through Oct. 10. The improv comedians will use an early break during the show to put out a request for ad concepts from social media, and will return during a break later in the show to present the live ad.
Different ads will run on the East Coast and West Coast, the article notes. The series, which promotes the new Lexus IS, is running under the banner "It’s Your Move After Dark."
"There have been recent attempts at live commercials, mostly in the late-night arena," the story reports. "NBC has aired live spots for Garmin during the ‘Tonight Show with Jay Leno,’ while ABC’s ‘Jimmy Kimmel Live’ has delivered live spots for brands like Quiznos and Nikon."
The piece notes: "Live commercials were commonplace in the early days of TV, but essentially died out once shows became pre-recorded."