Ad and TV execs spout more bullshit than a muck spreader

What were you doing tonight at 8.10pm? Because apparently if you weren't sat in front of the first ad break in 'Come Eat My Food And Be Rude About It' (as I wasn't), then you missed a televisual milestone: a live advert involving skydivers spelling out the word "Honda" in mid-air.

Speaking before the event took place, Andy Barnes of Channel 4 claimed: "This concept breaks the boundaries of the 'perceived' confines of TV advertising. It's about creating talkability on a big scale, managing the risk and being seen as pioneers".

Hmm. Quite apart from the marvellous redundancy of expression (the boundaries of confines, eh - TV advertising must be like a Russian doll...), Barnes seems blissfully or willfully ignorant of the fact that adverts were often filmed live back in television's infancy. So it's not pioneering and neither is it likely to get people talking (which is how I think "creating talkability" translates into English) or buying fucking cars.

Still, a worthwhile project on which to spunk a reported £500,000. After all, it's not as though anything much has happened in Asia recently that might call for a few spare coins.