Once the initial idea had been inflicted on us poor sods in Leo Burnett, we teamed up with the producers and cast of Saturday Night Fever, wrote dozens of ‘live’ ads, then worked with the producers, cast and crew to find the ones that would work best. We received the support of our clients, for whose brands we wrote special one-off ads and sold them “stage-time”. Needing to sell 1600 tickets, we created a website, secured positive press and radio features and sent viral films to contacts. We created a bespoke programme, Red Nose cocktails and free sushi boxes.

1600 people bought tickets, including creative directors, management from rival agencies, recruitment consultants, clients, prospective clients, media owners, journalists, and friends and family of Leo Burnett employees.The sale of ‘stagetime’ resulted in £40,000 being raised for Comic Relief.Commercials director Theo Delaney said;‘As a confirmed cynic and misanthrope I bought those tickets in good faith, expecting to have something I could sneer at, rubbish and generally take the piss out of. And what did we get? A F****** triumph! A packed house, very funny jokes and a good time had by all. I want my money back!’