19 skydivers spelled out the word Honda in three minutes and 20 seconds for the first live TV promo for Honda in the UK, inspired by the car manufacturer's new advertising strap line, â€œDifficult is worth doingâ€. They also have a second much more choreographed version of the ad in which the skydivers spell out 'Accord' while drifting down in their parachutes.
Implications - Over-the-top performances are becoming much more common in place of traditional television advertisements. With the surge of commercial-skipping technologies available on the market, companies are finding it increasingly harder to reach their target audiences. Live commercial performances will help industries connect with their demographic by being memorable and interactive.