Though I didn't actually witness the ad spot that will change the face of UK tv advertising (damn clients and those deadlines) the jumping skydivers can be seen again on Honda's website - see link above. I imagine seeing it out of context won't evoke the same suspense as watching those guys live doing the difficult within their alloted 3mins 20 secs. However I did receive txt messages from colleagues and family who were literally moved to tears at witnessing history in the making. Most certainly an exaggeration, but advertising will become more targeted, and responding to audience behaviour in real time, much as web 3.0 is promising to do. For example, there is currently a bet365 ad that aired during a break in the European Football Championships which offers odds on the next scorer 'as of 30 seconds ago'. These real-time odds offer a tantalising glimpse of the future. Maybe this is the beginning of the end of the ad epic....
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