Comedy Central will host a live improvised three-minute ad break next month featuring four comedians and a mystery brand only revealed to them at the beginning of the ad break.
Ad agency 18 Feet & Rising created the idea and sourced four comedians from improv group Mischief Theatre to take part in the ad, which will broadcast on the Comedy Central channel on 17 June at 9.10pm.
CEO of 18 Feet & Rising, Jonathan Trimble, 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."
The improvised ad will be performed in front of a live studio audience.