Honda wanted the launch of the new Honda Accord to break seemingly impossible boundaries, in keeping with the Honda proposition, 'If it's difficult, it's worth doing'. In conjunction with Channel 4, we developed the first live (as opposed to as-live) TV commercial. Working with the idea of sky divers, we put together a specialist team to pull off one of the most daring launch events ever seen on TV. Using 17 sky divers, seven cameras filming at 1400ft in rapidly changing weather conditions, live direction and audio mix, we produced one three-minute 21-second spot broadcast live on Channel 4. All in three weeks from green light to on air. The spot received unprecedented media coverage, in the UK and abroad, and grew audience share in the ad break itself by eight per cent.
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