Enter Stage Right: Live Advertisements - New York Times:
The advertisement, which is itself advertised as the world's first live theatrical commercial, is a creation of Visit London, a tourist organization. There have already been performances of the live commercial on stages in Dublin and Hamburg, said Ken Kelling, Visit London's communications director, and there is to be another on Friday in Pittsburgh. "They're a captive audience," Mr. Kelling said. "They can't switch channels or change over or walk out once the thing is started."