Two new ads for Honda have recently been aired on Britsh telly. They both involve skydivers making intricate and risky formations after jumping out of a plane at fuck loads of feet high. After which follows the strapline "Difficult is worth doing". However each ad was done by a different agency.
$ Creative produced the first ad, which aired on a Thursday night, was 3 minutes long and live. Every national newspaper covered the subject leading up to the event. In fact, it was advertised in much the same way as a programme. It had it's own publicised time slot, and ad campaign. People set their alarms for 8.10pm and snuggled up on the sofa to tune in. Because who wouldn't want to watch adrenalin junkies dice with death live on terrestrial tv. Well... me actually.
It slipped my mind. For once I was doing something better than checking out ads. I was at a concert. So what chance have agencies got in encouraging people to watch ads if the ad students aren't even interested?
Hey, I never said I wasn't interested. As soon as I woke up the next day I got straight on Youtube. It was comparible to watching match of the day. I purposefully didn't want to know the results. I was genuinely excited.
See what you think...
Seeing the ground rush up while they calmly go through their routine is a bit hairy, but I think the whole event was really involving. The interest surrounding it was enormous. It still is. And most importantly it's not just ad land that's talking.
Great job, I agree with Scamp, 4Creative deserve a Black Pencil. What on earth could Wiedens do with the second ad to top this?
To be cont...
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