Toshiba launches ‘Space Chair’ campaign

Toshiba UK has launched ‘Space Chair’ an advertising campaign that will take viewers to the edge of space in an effort to publicise its SV REGZA LCD TV and Satellite T series laptops.

‘Space Chair’, which follows last year’s record-breaking ‘Timesculpture’ ad campaign, is filmed in the Nevada Black Rock desert with Toshiba cameras.

In the ad, a living room chair attached to a helium balloon ascends to an altitude of 98,268 feet.

The chair looks like a traditional living room chair, but was actually made of biodegradable balsa wood, to keep the weight down to below four pounds.

It was anchored to a special rig, complete with GPS systems, which made the ascent to the edge of space in 83 minutes.

The first ad, to be shown this year, will focus on the Toshiba REGZA SV LCD TV, while next year an ad will run for the Satellite T Series of ultra low voltage laptops.

The REGZA SV is the first Toshiba model to include an LED backlight with local dimming, which will deliver sharper, smoother images, allowing viewers to clearly see each cloud and star.

The rig was launched 12 miles North-East of the town of Gerlach, in Nevada, USA.

Toshiba has also announced that it has signed as sponsor of the England football team, for next summer’s FIFA World Cup in South Africa.

The FA’s Three Lions logo will feature in the ‘Space chair’ ads.