SPARK | Footage Clearance for GENERALI TV Ad
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Footage Clearance for GENERALI TV Ad

Founded in 1831, Generali is today Italy’s biggest insurance group and the world’s third largest.

Generali employs 77,000 people and operates mainly in Europe, Middle East and East Asia.

As of 2014, the company ranks 48th on the Fortune Global 500 list of companies and 43rd on MITs worldwide “Smartest Companies” ranking in 2015.



Spark was tasked by the agency of Austrian insurer GENERALI to research and clear footage for a new TV ad. The footage shows base jumper Lonnie Bisssonnette jumping off a high rise building in Malaysia.

Lonnie Bissonnette, an elite extreme athlete from Canada, is one of the world’s most prolific BASE jumpers.  Highly respected and admired by his peers and community at large, Lonnie was injured July 2004 while attempting a quadruple gainer (a gainer is an outward facing, inward rotating flip) on his 1100th BASE jump off a 486 ft (150m)  high bridge.  The lines of his parachute tangled around his foot not allowing his parachute to fully open during the fall.  Lonnie crashed into the river at a speed of about 70 miles per hour (113km/hr), severely breaking several bones in his body, neck and spine, and suffering a spinal-cord injury leaving him paralyzed.  Lucky to have survived that accident,  he was told by his doctor he would never jump again.

Unhindered by the effects of the spinal cord injury,  Lonnie was back flying in the sky within twelve months post accident. He then made his rounds and jumped off all four objects in B.A.S.E (Buildings, Antennae, Span, Earth) again, thereby earning himself the distinction of being the world’s first ever paraplegic BASE jumper to have jumped from all four of the objects. Lonnie Bissonnette is Para-BASE #1. He currently is still the only paraplegic BASE jumper in the world to have jumped off of all four objects.

Spark negotiated a fee for the use of footage with the owners of the footage and also Lonnie Bissonnette, and set up agreements accordingly.