• by Wayne Friedman , September 18, 2013

NBCUniversal has struck a deal with automotive brand Lexus for an unusual live, real-time broadcast commercial campaign where consumers’ creative concepts will contribute to the advertising message.

All will help launch the all-new Lexus IS through a series of four commercials, under the banner “It’s Your Move After Dark.”

Viewers will send in suggestions through social platforms -- including Facebook, Instagram, Tumblr and Twitter, using the #LexusIS hashtag -- which will work up into four improvisational short comedy messages that will run in commercial pods during NBC's late-night “Late Night with Jimmy Fallon.”  The show airs at 12:35 a.m. ET/PT.

Every Thursday night for four weeks beginning Sept. 19, improv comedians will ask viewers to suggest ad concepts in early commercial breaks in “Late Night.” Later in the show, at the final commercial break, an on-air improv performance based will air using viewers advertising suggestions.

The special Thursday’s commercials will broadcast live from under the Brooklyn Bridge in New York City. East and West Coast live broadcasts of the commercials will be completely different.

The commercials will be “performed” by New York City-based improvisational comedy troupes, including Fun Young Guys, Magnet Theater Touring Company, MB’s Dream and Stone Cold Fox.

Brian Bolain, Lexus corporate manager of marketing communications, stated that the effort “breaks the traditional commercial mold and showcases the all-new IS in an entirely unique and DVR-proof way.”