why is it good?
- it's a first... but that's not neccessarily a criteria for making something good.
- it's different... despite being live, i can watch people jumping out of planes all day. i've done a jump before and even watching skydiving clips makes me want to relive that experience.
- it is honda... honda has a great advertising past. the power of dreams is an excellent strap - but despite its importance to the brand and ability to unleash a wealth of creative ideas, it is limiting for the product. in many ways it reminds me of the apprentice - the best ad lost because it made no reference to the product. did the gorilla sell chocolate bars? no.
- the most important thing is that the ad has pushed the boundaries, its outside the box - i hope other agencies will look at this 'live' concept and make more of it.