Picture this - The golden sun is high over a backdrop of a faraway range of mountains. Out of nowhere, a solitary chair floats high of its own accord. The thing floats like a ghost, only it’s red, instead of the usual ghostly white. This folks, is not a trailer of some latest thriller that’s about to hit the screens. It actually is an advert for a range of LCD TVs! Yes, it’s Toshiba who’s gone all creative to promote its latest Regza SV series.
The Space Chair Project was reportedly shot over the Nevada Black Rock Desert using 8 HD cameras. The chair, made of light weight balsa wood which costed about £2,500, was floated up to almost 98,630 feet using a helium weather balloon. In an interview to Pocket-lint, Matt McDowell, the Toshiba UK marketing manager said that they wanted to use some “dry unique and innovative fashion” to launch their new products.
He said that the footage was captured at dawn in order to capture the beauty of the mountains and the play of colours in the sky. When asked why exactly was a floating chair used for the advertisement of gizmos, Mr McDowell said that the advert was meant to connote “armchair viewing redesigned” and that it was a “visual metaphor”. ‘So, get our Regza LCD TVs and be transformed into a world where things come alive in front of your eyes while you’re just glued to your living room chair’ - this is what Toshiba seems to imply. Which is pretty cool, huh?
Have a look at the video:
