Channel 4 is to stage the first ever LIVE TV commercial when they screen an ambitious sky diving jump. Described as an ad-vent – an innovative advertising event - this audacious stunt is part of Channel 4’s ongoing commitment to reinventing the commercial break.

D-day for the jumpers is tonight (Thursday 29th May) at 8:10pm BST when the live advert will be screened across the UK during the popular dinner party series ‘Come Dine With Me’.

The commercial, which will last for 3 minutes and 20 seconds, will see the sky divers take to the sky over Madrid to undertake a series of highly challenging formations to spell out a message to viewers.

The advertisement, developed by the Channel 4 creative team, has been inspired by Honda’s strapline – “If It’s Difficult It’s Worth Doing”. It is a precursor to Honda’s new advertising campaign, which will begin on 1 June.

The team of expert sky divers, which includes European Champion Phil Curtis, four world champions and nine national sky diving champions, will be facing one of the most difficult and highly pressured jumps of their professional careers. They will only have the duration of the commercial to make sure the commercial message reaches British TV viewers.

The idea was developed by the Channel 4 Strategic Sales team, led by Mike Parker, and 4creative for Honda.

Mike Parker, Head of Strategic Sales, Channel 4 says: “Honda is walking the talk with this ad launch; it is bold, daring and very difficult. Honda are not just satisfied with launching new creative work, they want to make it un-missable and what better way to create that “must see” than to create the first live ad event on TV.”

Andy Barnes, Sales Director, Channel 4 says: “I’m thrilled to be involved with such an innovative partnership with Honda. This concept breaks the boundaries of the ‘perceived’ confines of TV advertising, which is something Channel 4 is striving to do. We wanted to create something un-missable and what better way to produce something “must see” than to stage the first live ad event on TV. It’s about creating talkability on a big scale, managing the risk and being seen as pioneers for it.”