Channel 4 will stage a live television advert involving an ambitious sky diving jump today.
The commercial will be screened at 8.10pm during the channel's dinner party series Come Dine With Me.
The sky divers will be given only three minutes and 20 seconds to spell out a message to viewers in a series of formations over Madrid.
The ad
vert, inspired by Honda's strapline "If it's difficult it's worth doing" is a precursor to the firm's advertising campaign, beginning on June 1.
The idea was developed by Channel 4's strategic sales team, led by Mike Parker, and 4creative for Honda.
Mr Parker said: "Honda is walking the talk with this ad launch; it is bold, daring and very difficult."
The team of expert sky divers includes European champion Phil Curtis, four world champions and nine national sky diving champions.
Andy Barnes, sales director, Channel 4, said: "This concept breaks the boundaries of the 'perceived' confines of TV advertising, which is something Channel 4 is striving to do."
"Live" commercials have been particularly associated with the 1950s era. More recently, in 2006, what was billed as the first live theatrical advert was announced in a Visit London initiative starring Father Ted actress Pauline McLynn.
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