RTÉ is to broadcast the first ever live commercial on Irish TV and the first ever cross-media live ad in Europe this evening.
The 90 second ad for 11850 will be performed and transmitted live on RTÉ Two, RTÉ Radio 1 LW and RTÉ.ie during half time of the clash of Munster and the All Blacks on Tuesday, 18 November.
RTÉ Cross-Media Manager Gavin McCauliffe said: "There have been live TV commercials in other markets, However we’re taking this to another level by leveraging the strength of our cross-platform offering by going live simultaneously across TV, Internet and Radio."
Actors, Paul Reid and Feidhlim Cannon, who play the parts of 118 and 50 in the brand’s TV commercials will be in the ad along with RTÉ rugby pundit Brent Pope.
Advertising agency The Hive will script the ad during the first half of the match.
Geraldine O’Leary, Commercial Director of RTÉ Television said: "We decided to stage a live cross-media event as we wanted to create an opportunity for an Irish advertiser to connect with their audience in an innovative way.
"The Munster v All Blacks game provides a perfect platform for us to stage this live cross-media event and we’re delighted that 118 50 have embarked on this adventure with us to create broadcasting history."
