Honda Live Advert

June 9, 2008 by  
Filed under Reviews

A couple of weeks ago this advert from Honda was broadcast live to an audience of over 2 million boosting normal viewing figures for that ad slot by a substantial 8 percent – impressive for three minutes’ work, eh?  Featuring a group of skydivers jumping out of a plane in real time shifting in formation to spell out the word Honda, the actually quite elaborate stunt proved to be edge-of-the-seat stuff.  Indeed, it demonstrates that an innovative advertising format can successfully bring the spectators in, but just what kind of staying power does a live advert actually have after the event itself? 

The ad is, no doubt, a veritable feat of PR ensuring that excitement escalated around the brand in the run up to the event, but what happens now that the fun’s over?  Now that the sky divers have all landed safely and gone home has Honda’s moment of glory faded from our memory?  Regarded by some critics as flash-in-the-pan and a waste of money, they, in fact, rise above the disparagement and represent a rather noteworthy flash.  After all, ‘difficult is worth doing’.  In an era where content is increasingly succumbing to the user’s demand, this advert proves that there is still a buzz about live TV – even if no one swore or got naked (that’s what Big Brother’s for).