Ford"s MPV was named...
Ford"s MPV was named Auto 1 Champion of Europe at a glittering Geneva gala, which was attended by bosses of all the major marques. The S-MAX made the final after being nominated by Auto Express readers in our poll last November. It then went forward to a European shoot-out against the other top cars in its class, before progressing to the final against five other sector champs.
Talk about setting yourself...
Talk about setting yourself up for a fall! Honda has gone skydiving to create the UKò€™s first live TV advert.
Dubbed ò€˜Difficult is worth doingò€™, itò€™s one of the first instalments in the firmò€™s latest series of groundbreaking ads, following in the footsteps of award-winning campaigns such as Cog and Choir.
The three-minute slot on Channel 4 was broadcast on Thursday evening in real-time with no special effects. It involved a team of 19 professional skydivers positioning themselves in mid-air to spell out the letters Honda one after the other.
But this was just a prelude to the full-length ad, aired on Sunday, entitled Jump. Filmed in the Mojave Desert in the US, it featured a team of daredevil skydivers forming the shapes of technology fitted to the new Accord. These include a suspension spring, camera, a steering wheel and the word ò€˜Accordò€™.
Visit difficultisworthdoing.com to see the clips for yourself. Itò€™s not the only trick the firmò€™s got up its sleeve, either. The company says that it will introduce four new hybrids by 2015. The line-up will include a dedicated saloon to tackle the Toyota Prius, a sporty model based on the CR-Z concept, a redesign of the Civic IMA and a petrol-electric Jazz.