Honda's live sky-diving advert
The Honda skydivers prepare for another take
Author: Robin Brown
Published: 29 May 2008
Honda will stage a live three-minute TV ad tonight showing a team of skydivers demonstrating Honda's current marketing spiel 'Difficult is worth doing'. Or alternatively "Live TV death of sky-diving troupe leads to bad publicity'.
The group are scheduled to jump at 8.10 - in the break for Come Dine With Me - on Channel 4 tonight (Thursday 29 May), spelling out the word H-O-N-D-A with their bodies in formation.
Watch the Honda sky-diving advert here
The campaign will continues this Sunday (1 June) when ‘Jump’ debuts. Filmed in the Mojave Desert, California, the ad features a large team of skydivers attempting to form shapes in the sky that hint at new technologies on the Honda Accord. These shapes include a suspension spring, a camera, a steering wheel; and ultimately the word ‘Accord’.
Both ads are based on the wisdom of Honda’s founder, Soichiro Honda, who once said ‘Difficult is worth doing’.
“The campaign has been difficult, but it was definitely worth doing!” says Harry Cooklin, Marketing Communications Manager of Honda UK.
“We are always looking to move the boundaries when it comes to our advertising, and so being involved in the UK’s first truly live TV advert is perfect for us. It provides the ideal platform to take us into the final phase of the Accord campaign.”
The adverts have been teased with five short films depicting seemingly abstract glimpses of a skydiving team preparing themselves for a large event.
The campaign was devised by Honda UK’s core agency team of Wieden & Kennedy, Starcom, Collective and Hicklin Slade & Partners. ‘Jump’ was created by Tony Davidson and Kim Papworth of Wieden & Kennedy.
There's more difficulty at difficultisworthdoing.com.
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