Shoulda' Been There TV

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 TV spots focused on that impossible moment where someone tries to do justice to a great comedian's show—but just can't deliver—to showcase the specialness of being there in the moment.

The integrated campaign this TV was a part of was embraced by The Improv organization across owned and partnered properties and launched nationwide on Sept. 20, 2023.