Page last updated at 09:19 GMT, Friday, 30 May 2008 10:19 UK

Channel 4 broadcasts live advert


Fourteen skydivers took part in the stunt

Channel 4 has staged an ambitious live television advert during an episode of reality show Come Dine With Me.

A team of skydivers had just three minutes and 20 seconds to spell out the brand name Honda in a series of formations over Madrid.

The expert team included European champion Phil Curtis with four world and nine national champions.

Though the stunt was successful, there was a taped back-up in case bad weather prevented the jump.

The skydivers appeared to struggle when forming the letter "N", but eventually completed their task successfully.

As they approached the ground, one member even had time to deliver his own personal message - he had written the words "hello mum" on his gloves.

Inspired by Honda's strapline "If it's difficult it's worth doing", the advert heralded the car manufacturer's new advertising campaign, beginning in June.

"This concept breaks the boundaries of the perceived confines of TV advertising, which is something Channel 4 is striving to do," said Andy Barnes, sales director of Channel 4.

Water on the brains
28 May 08 |  Magazine
Hanks and Winfrey top advert list
13 Feb 06 |  Entertainment
First TV advert channel planned
21 Jul 04 |  Entertainment

The BBC is not responsible for the content of external internet sites

Has China's housing bubble burst?
How the world's oldest clove tree defied an empire
Why Royal Ballet principal Sergei Polunin quit


Sign in

BBC navigation

Copyright © 2017 BBC. The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.

Americas Africa Europe Middle East South Asia Asia Pacific