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Kabuto Noodles staged a live improvised TV spot as part of its first ad campaign by 18 Feet & Rising. The comedy improvisation troupe Mischief Theatre was not told which product was being promoted until the ad began and was then challenged to perform skits using a pot of Kabuto Noodles as a prop for the entire three-minute break. The spot was aired on Comedy Central this week, with 30-second cut-downs to follow. The work was created by Anna Carpen and Alex Delaney, and directed by James Russell through Nineteen Fifteen and Tantrum.