Toshiba s TV spot for its HDTV line uses lofty creative. The company is promoting its Regza televisions in a nearly silent ad that follows the ascent of an armchair into space. The only audio in the ad is the only sound you’d expect in earth s upper atmosphere wind. The ad delivers Toshiba s messaging through the tagline Armchair Viewing Redefined, appearing at end as the scene fades back into the frame of a Toshiba Regza TV. Toshiba says the inspiration for the idea behind the spot and the new messaging is how central the chair is to the TV viewing experience.
DailyTech gives a little background on how Toshiba pulled off the stunt, including having to meet FAA regulations for the chair space balloon launch in the Nevada desert. The chair took a little more than 80 minutes to climb up to more than 98,000 feet before the balloon shattered, sending it on a 24 minute journey back to earth. You can read more about the campaign at DailyTech.
Watch it at Brand Republic.
