On May 29th 2008 Channel 4 broadcast an ambitious live advert. The three minute and twenty second commercial consisted of sky divers getting into formations to spell out the word "Honda".
Although the stunt was successfully delivered live, a taped backup had been prepared in the event of bad weather preventing the jump.
The ad was inspired by Honda's strap line "If it's difficult it's worth doing", and is at the vanguard of the car manufacturer's new advertising campaign which will begin this June.
Channel 4's sales director, Andy Barnes, said "This concept breaks the boundaries of the perceived confines of TV advertising, which is something Channel 4 is striving to do.".
Monday, 2 June 2008
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