difficult, is worth doing

Channel 4 is running an ad campaign to promote an advert!

At 8.10pm tonight they will broadcast a live advert, which follows a group of skydivers jumping from a plane and spelling out the word Honda. The whole ad is scheduled to run for more than 3 minutes.

A very interesting strategy, I'll be watching the ad and the reaction to it with interest.

Guardian have covered it here. It turns out the ad is not produced by WK who have done all there other ads, but instead it's by 4creative who can add this to their ever growing portfolio of incredible. A while back Creative Review ran an article asking if 4creative were the best ad agency in the UK. I'd have to say Yes.