To Leicester Square, then, where Honda launches its attempt at nabbing the 2006 award for the Longest and Most Irritating Cinema Ad of the Year.
In a bid to prove that great things can happen when some of advertising's finest knock their heads together, Wieden & Kennedy and Carlton Screen Advertising have concocted a ten-minute film, unpromisingly entitled "making noise", charting the creation of Honda's hum-athon, "choir".
While its girth might not match last year's wholly derided "Romeo & Juliet" film for H&M by David LaChapelle, "making noise" wins on length by some margin.
It will run before The Da Vinci Code, M:i:III and X-Men 3 at Cineworld and Odeon cinemas. Forewarned is forearmed.
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