|The letter ‘O’ being formed in the Honda advert
The first ever live advert to be shown on British television was Broadcast on Channel 4. The advert, created by car manufacturer Honda, showed people jumping from the sky and forming the individual letters of the word HONDA as a group while falling. The image on the left shows the letter ‘O’ being formed in this way.
The sales director at Channel Four commented on the advert: “This concept breaks the boundaries of the ‘perceived’ confines of TV advertising, which is something Channel 4 is striving to do.”
Before being shown, the advert was promoted on Channel 4. Directly before it, an announcer explained the event, saying why Channel 4 believed it to be a groundbreaking innovation.
Honda aimed to link the new advert with its new slogan, “If it’s difficult it’s worth doing.”
The advert was broadcast from Spain, where it was 21:10 at the time of filming.
More: The Press Association, Guardian Unlimited