So was difficult worth doing?

So they did it.

3 minutes of tense times on C4, particularly as they struggled with the 'N'. And a nice moment, when we see 'hello mum' written in crude pen on the gloves of one of the sky divers. (Rather bad shot of the car though, but we'll forgive them that as it was live.)

2.2 M watched the live ad (Guardian). There was an increase from 2M to 2.2M when the ad was shown according to unofficial overnights. So a minimum of 200K actively engaged?

I managed to miss the 'live' event, but I guess that's not the point. It's about planning to be to be talked about too.

And is it working?

Well 52K hits on You Tube in 4 days. Who knows how many hits Honda have on their site.

Blog Pulse doesn't show a massive increase, but we'll see in the next few days.

Over on Creative Review, the comments are slightly flat.

Personally, I think in the world of PVRs, making appointment to view advertising is a good idea, and I admire W&K / Honda for their bravery. But it's interesting that the ad is linked to the Accord rather than just being a Honda brand piece. Yes, there's a shot of the car on the ground, but let's be honest, the product has nothing to do with the ad and vice versa. For me Cog was stronger as the product was intrinsically vital to the ad's success.

But they've got a long way to go to meet the 1M+ who watched cog on You Tube. It's going to take a lot for the live ad to go viral.

Will the ad make a long-term effective impact on people outside of the advertising community...?