The New Zealand Transport Agency has commissioned an on-stage advertisement to discourage driving while tired.
The three-minute ad will play every night at Downstage Theatre in Wellington, before the performance of The December Brother, from 14 August - 11 September. The opening performance is sold out.
NZTA says driver fatigue is a huge problem, contributing to at least 12% of fatal motor vehicle crashes.
It says the onstage ad is an entertaining and unobtrusive way to target a captive audience.
The agency says a filmed version of the performance will be put online and further advertisements may be commissioned in future.