Source: Adweek
Ahead of the launch of the Assassin’s Creed film on Jan. 1, Britain’s Channel 4 and Twentieth Century Fox broadcast an impressive live TV spot on Sunday night, featuring stuntman Dave Grant in full Assassin costume, freefalling 100 feet at over 50 miles per hour … with nothing holding him back.
According to Channel 4’s agency principal Angus Mitchell, the ad was conceived by 4 Sales’ creative arm PL4Y. It was produced by The Outfit.
“We’re incredibly excited to be making TV history with Twentieth Century Fox by attempting something no other broadcaster has ever dared to,” says Mitchell.
The act is a replication of the Leap of Faith from the game, which is also in the movie—and isn’t too far from how it was shot on set: Director Justin Kurzel wanted real-life stunts instead of CGI whenever possible, which is part of what this ad is promoting.
“Leap of Faith Live” was directed by Matt Askem and aired during Channel 4’s drama Humans. It was preceded by teasers that featured straplines like “No harness. No CGI. No going back.” Viewers could comment on it using hashtag #C4LeapOfFaith.
“Assassin’s Creed is going to be the event movie of 2017, with nail-biting, never-seen-before, breathtaking action sequences,” says Cameron Saunders, managing director of U.K. theatrical at Twentieth Century Fox. “What better way to bring a taste of this adrenaline to audiences throughout the U.K. than this daring live Leap of Faith? There’s plenty more where this came from when the movie releases on Jan. 1.”
It certainly raises expectations. Check out the making-of below.
