Honda do it again?

Over recent years Honda have produced the goods time and time again when it comes to advertising, reminding us that even in these days of media overload and ad avoidance there is a lot to be said for the beautiful execution of a strong idea.

At the rather good Media360 conference I recently attended in Wales, Channel 4 were talking about ways that TV stations can innovate within the ad break - all good stuff and I’ll be returning to say more about this subject and the Media360 conference at a later point for sure.

Anyhow, Channel 4 were clearly very excited about something they had in the works, and you could see they were itching to spill the beans but couldn’t - seems this is it and I think fair play to all involved for trying to do something so ambitious and creative, hope they pull it off and suspect awards could be in the offing!

From the Guardian newspaper in the UK,

“…tonight (when) Channel 4 and Honda stage the first ever live advert on British television, featuring a team of skydivers leaping out of a plane over Madrid.

During the first ad break of the reality show Come Dine With Me at 8.10pm, the 19 skydivers will have three minutes and 20 seconds to spell out the word Honda, inspired by the car manufacturer’s new advertising strapline: “Difficult is worth doing”.

Big idea, and top stuff to see a media owner being so creative, I’m sure there was a stack of legislative clearance to do something like this in an area as regulated at UK commercial TV.

I’ll bring this post to a close with this great quote from a bold client “If it works, people will know who it’s for. If it doesn’t, they won’t.” Ian Armstrong, Honda’s manager of customer communications.

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