Difficult is worth doing: Honda Accord Live TV Ad

Wieden + Kennedy at its best

Well, I really think the world should change the meaning of advertising to creativity, this is just brilliant!!!. A team of skydivers successfully made advertising history a few days ago when they spelled out the word H-o-n-d-a live on air. This was the UK’s first live advert, filmed during the first break of the reality show Come Dine with Me, passed without a hitch. At 8.10pm, the skydivers - Man they plummeted to Earth from 12,000 metres (40,000ft), they undoubtedly had the car manufacturer’s advertising strapline ‘Difficult is worth doing’ ringing in their ears. Within seconds they had formed the initial H, and O soon followed. There was a hairy moment when they could not hook up the N and it looked as if it was drifting apart, nut they pulled it together.

Wieden + Kennedy chose skydiving formations for the accord launch campaign because of their delicate precision moves in the air. Human engineering. A metaphor for the Honda engineers’ work on the ground. We wanted to attempt to make shapes of parts of the car using real skydivers as it was a challenge - quite literally a leap of faith.