The end of May marked a big event for Honda and Channel 4 as they placed a live tv commercial showing 19 skydivers who spelt out the letters Honda whilst parachuting. The brand was supporting their ‘Difficult is worth doing’ strapline.

Impressive as it is, it’s certainly not the first live tv commercial in the UK. Back in the early days of television, most commercials were shot and aired live.

C4 sales director Andy Barnes tells us:

“We wanted to create something unmissable and what better way to produce something ‘must see’ than to stage the first live ad event on TV. It’s about creating talkability on a big scale, managing the risk and being seen as pioneers for it.”

The follow on for the campaign features skydivers over the USA’s Mojave desert, creating shapes that depict the Honda Accord’s features