Roger went to California last month be part of a shoot for an upcoming ad campaign from Honda called “Difficult is Worth Doing.” (http://www.difficultisworthdoing.com)

Honda is taking the bold step of running a series of unbranded TV ads about skydiving to build interest ahead of the launch of a car model. The campaign, developed by ad agency Wieden & Kennedy London, consists of four short teaser clips that are devoid of any Honda branding. The only clue as to what company, or product, is behind the ads - which vary between 10 and 20 seconds in length - is a web address that flashes up at the end, www.difficultisworthdoing.com. The website address sends viewers to a blog that has information on skydiving but gives nothing away about the wider upcoming ad campaign. “By giving people understanding about the ad before it launches, not after, it gives substance and authenticity to what Honda is saying,” Tapper said.
Honda launches skydiving ad campaign | guardian.co.uk

The coolest part (for me) has been watching the blog and videos unfold. I know most of these folks, so every time I see an update or a new video I hoot and holler and can’t wait to tell all my friends. I’m impressed with Honda’s execution of the campaign, not all companies get how to launch an online teaser. I’m not sure if I would be so enthralled if I weren’t related to all this, but still. I give them props. Skydiving, in general, is hard to explain, let alone competition or career skydiving. It’s very different than a weekend hobbyist. These guys work their butts off to stay current and challenge themselves. I think Honda has done them right.