On 29th May at 8.10pm, Channel 4 and Honda pioneered the most adventurous commercial break ever.

Broadcast live during the first break of Come Dine with Me, 19 international skydivers had 3 mins 20 secs to leap out of a plane over Madrid and spell out the word Honda, inspired by the car manufacturer's new advertising campaign "Difficult is worth doing".

"We always want to find clever ways of engaging with people and reaching people," said Honda's marketing and communications manager, Harry Cooklin, explaining how Channel 4's idea won out over 19 others. An advertising first brought to you by the Channel 4 Strategic Sales Team.

Online coverage: telegraph.co.uk timesonline.co.uk guardian.co.uk metro.co.uk dailymail.co.uk yorkshirepost.co.uk brandrepublic.com aol.co.uk express.co.uk dailystar.co.uk