The Work: New campaigns - UK.(Honda Motor Company Ltd.)

 
HONDA - HONDA LIVE 
CREDITS 
Project: Honda live 
Client: Harry Cooklin, marketing communications manager (cars), Honda UK 
Brief: Find a unique media property and creative solution to support and 
underpin the key message for the launch of the Accord 
Creative agency: 4Creative 
Writer: James Springall 
Art director: Craig Hanratty 
Media agency: Starcom 
Media planner: Laura Nice 
Production company: North One 
Director: Tim van Someren 
Exposure: Channel 4 and Channel 4+1, 29 May 

On 29 May, Honda will launch the first ever British commercial broadcast live from start to finish over an entire three-minute ad break.

In keeping with the brand's positioning of 'difficult is worth doing', the ad by 4Creative will show 19 skydivers jumping out of a plane over Madrid spelling out the word 'Honda'.

Special permission has been obtained from the BACC for the ad, with rehearsals having taken place earlier this week in Lillo (home to the International School of Parachuting) and Madrid, and an unbranded teaser campaign on-air and in print in the UK to alert people to the ad break.

The ad, which will be shown during the break of Come Dine With Me on Channel 4, will be introduced by a voiceover and an on-screen prompt.

The stunt was arranged by 4Creative, Channel 4's strategic sales department, and the production company North One. It is the final precursor to the new Honda brand ad by Wieden & Kennedy, which also features skydiving and breaks on 1 …