Imagine this: You’re making polite conversation with your taxi driver when he starts telling you about his only daughter who ran off to marry a man in a different country. He says he just discovered her husband is abusing her and that he’s packing his stuff to go kill her husband.

That’s pretty dramatic. But it turns out he isn’t a taxi driver. He’s an actor for the Yugoslav Drama Theater, and he just told you the story of Shakespeare’s Othello.

The Yugoslav Drama Theater sent their actors on cab rides like these, telling the story of famous plays such as Crime and Punishment and The Merchant of Venice as their own. At the end of the cab ride, the drivers explain and give their passengers tickets to their next show.

People expect ads to tell them how dramatic or exciting a show is. But when someone unexpected tells that story, it makes it much more remarkable.

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