In a new definition of a publicity stunt, Channel 4 and Honda have turned to a team of skydivers to tackle the problem of viewers tuning out of traditional television advertising.

On Thursday night the broadcaster was due to devote an entire 3m 20sec break in the middle of Come Dine With Me, its dinner party programme, to a live sky diving jump in which 19 stuntmen spelt out the carmaker’s brand name.