This is, as far as we know, a first: a live tv ad. It was broadcast live and direct from Madrid on UK's Channel 4 on may 29 this year, as a part of the launch of the new Honda Accord model. Obviously, the skydivers weren't the only ones taking a risk here. Or so it would seem - it turns out they had a rehearsal jump from the previous day in the can as weather insurance.
Of course, the clip is still alive and kicking as a viral film, having racked up at least several hundred thousand views so far. But, watching it, there's no doubt that the media WAS the message. Fresh thinking, none the less.