Hart Sport saves doomed skydiver in new ad

Tim Burrowes

July 23, 2013 9:29

A parachutist appears to be plummeting to his death before being saved by a high jump landing mat in an ad created for sporting goods supplier Hart Sport.

The ad – which builds on Hart Sport’s new positioning of “Play On” – was created by Engine Group. It will be shown before events at Brisbane’s Suncorp Stadium and online.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

Advertising Engine Group

4 COMMENTS

John Grono 23 Jul 13

I can just see the complaints that will be going to the ASB that this encourages people to skydive with faulty parachutes.

Clifford 23 Jul 13

Very Sexist Advertisement. Typical. Man pushes in on female high jumper. Sexist Pig!

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Kate Tilley 23 Jul 13

As a former skydiver, I find this ad offensive. Skydivers take great care with safety. There is always a reserve parachute. Main parachutes (generally) don’t fail to open, people fail to open them. Skydiving is a great sport that lots of people get lots of enjoyment from when they do it safely (as most do). The ad suggests things about skydiving that are not realistic and thus denigrates a great sport.

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Bruce 24 Jul 13

if you are going to do an exaggerated product demo ad, the first rule is it should be funny.

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