Visit London has created a 3 minute "live ad" that will be presented for the first time tomorrow night during the evening performance of "Steptoe and Son In Murder at Oil Drum Lane" at the Comedy theater.
The ad will connect aspects of the city is is playin with those on offer in London, and will be supported by print and online. Each advert will feature a local celebrity or actor making a cameo appearance.
They claim this is a first, although last February, there was news of scripted "commercials" piloted at the Apollo in Victoria acted out by the cast of Saturday Night Fever for products including McDonald's, Heinz and Kellogg's during breaks in the performance.
update Check comments, the first interactive ad like this was done at least 13 years ago.