This is probably the world´s first theatre ad. It´s an advertisement, pretty much in the same way as you would see ads before the film at a cinema, only this is was a live theatre ad before a play in one of Oslo´s largest theatres. It´s a 3 minute play with some of Norway´s most recognized actors, promoting the launch of a new chocolate from traditional Norwegian chocolate factory Freia. The play ran before the main piece every night, and the filmed documentation of the event spread quickly across the internet and even ran on TV.A live advertisement play before the real play in a traditional theatre, is something we´re pretty sure no one has ever done before. But in spite of that, the audience quickly responded very positively to the surprising event, and clearly understood the humour and intention.

The response from the audience was overwhelming. Of course they quickly recognized the academy award nominated actor who played the main part, and they clearly appreciated the humor and surprising event. In the pause between the two acts of the regular play, we met the audience with teams from the chocolate factory handing out samples of the new chocolate, as prmoised at the end of the advertisement play. The stunt got massive media coverage, and after showing the whole 3 minute documentation of the play on primetime TV, the whole nation could witness the unusual advertisment