NBCUniversal and Lexus are teaming up to produce four live commercials under the Brooklyn Bridge as a part of the It’s Your Move After Dark campaign. The ad campaign is a fusion of social media and improv comedy that will air during commercial breaks on NBC’s Late Night with Jimmy Fallon.
The commercials market and promote the new Lexus IS. The real-time marketing campaign will allow viewers to suggest ad scenes for four commercials, one each week for a month starting Sept. 19.
Viewers will communicate their ideas via Facebook, Twitter, Tumblr and Instagram. New York comedy troupes including Fun Young Guys, Magnet Theater Touring Company, MB’s Dream and Stone Cold Fox will perform in the commercials. The comedy troupes will ask viewers to suggest ad concepts using the hashtag #LexusIS.
“The new Lexus IS campaign is a perfect match for our young, incredibly social, late-night audience, and we are excited to break new ground with these ads,” Jim Hoffman, executive vice president of network entertainment sales and marketing at NBCUniversal, said. “These live commercials combine real-time marketing with emerging comedic talent and reflect our commitment to push boundaries with clients by harnessing the power and reach of NBCUniversal’s portfolio and creative expertise.”
In addition to the commercials, viewers will have access to special behind-the-scenes footage on NBC.com.