So did you catch the first live TV advert since the 1950’s screened on Channel 4 at the end of last week? Created by Honda, it was a dramatic demonstration that ‘difficult is worth doing’.
The advert not only strengthened brand values, but also helped to ensure that the ad break became a water cooler moment - no mean feat in an age where advertisers are battling against audience fragmentation and PVRs and the like.
Channel 4 reported that the ad break drew an average of 2.2 million viewers, with the audience growing by 8% during its live transmission.
The follow-up advert entitled ‘Jump’ is now being shown, and although not live, is an equally as inventive advert continuing the theme of synchronised skydiving to help launch the new Honda Accord.
Both these ads show a new level of invention and really do bring to life Honda’s strategy. However, in a cruel twist of fate, one of the planes used in the live advert crashed the following day, both a pilot and sky diver were killed. Such terrible accidents sometimes occur in this extreme activity.
Let's hope that Honda continues with their innovative and exciting adverts.
Katie
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