In May we launched a 90' TV spot for the launch of the new Honda Accord. The ad was created to celebrate the difficult process of redesigning and engineering a car from scratch. Soichiro Honda, the founder of Honda, once said that doing things that are difficult is worth doing because it gets you to places that you wouldn't normally get to. With the launch of this TV ad we wanted to demonstrate that difficult is worth doing.We open on our hero in a control tower as he prepares to embark on a complicated operation. We cut to the five aeroplanes flying in formation, which are carrying teams of skydivers. Each team represents a different group of Honda engineers responsible for the new Accord. After the immortal words from our controller: “Remember Ladies and Gentlemen, difficult is worth doing”…our teams exits their aeroplanes. As each team leader flies through camera, they are captured in freeze frame and credited with their engineer title. They then execute a series of complicated, aerial formations, once they have deployed their parachutes, they come together to form the word Accord. The penultimate scene sees our controller carefully marking a landing zone in the desert and guiding in his teams with a flare. Finally, we end with the question ‘What Next?’