Shoulda' Been There Outdoor

The Improv has a 60-year heritage of delivering the best that comedy has in store. That experience has come under assault via streaming and social media channels that offer up content volume without having to leave the comfort of the couch.

Charged with reigniting enthusiasm for live laughter and inspiring visitation, we focused on a simple insight that plays off the FOMO running rampant in our always on, always posting culture.

A funny thing experienced second hand never is as funny.

From this the “Shoulda’ Been There” campaign was born. The outdoor ads capture the moment a comedian tickles our funny bone from the perspective of an audience member. Agency and photographer worked closely together to capture a real moment of reaction to an impossibly funny experience. The exact kind of moment that you can't wait to tell someone about the next day.

The campaign was embraced by The Improv organization across owned and partnered properties and launched nationwide in September of 2023.