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Editor’s Pick. Toshiba ‘Space Chair’ advert

Agency: Grey London

Client: Toshiba

One of the most talked about and highly-anticipated adverts of the year breaks on UK TV tonight (November 16, 2009).

Created for Toshiba by Grey London, 'Space Chair' takes viewers on an awe-inspiring journey to the edge of space.

Shot in the wilderness of the Nevada Black Rock desert, the advertisement follows the journey of an ordinary living room chair to the extraordinary heights of the edge of space, lifted to an altitude of 98,268 feet by a simple helium balloon.

The advert is split into two executions, the first playing in 2009 for the Toshiba REGZA SV LCD TV Series and 2010 for the new range of Satellite T Series of ultra low voltage laptops.

The shoot was made possible via the construction of a unique custom-built camera rig engineered by John Powell of JP Aerospace - experts in this field who have successfully sent over 100 balloons into the upper atmosphere.

A specially created full-sized model chair made of biodegradable balsa wood; light enough to make the 83 minute journey up towards space was tied to the rig and launched by the team.

Four independent GPS systems were placed on the rig to accurately record its height at any second to within four-metres in altitude, and within 30cm in longitude and latitude position.

This information was transmitted every 15-seconds back to ground control where it was monitored via a computer satellite system to enable the team to locate the rig once it had fallen back to earth.

The film is cinematic, opening with a shot of the solitary chair silhouetted against the Nevada sunrise and taking the viewer on its journey above the desert, into the clouds and

"Our aim was to create a new advertising campaign that would bring to life Toshiba's brand philosophy of leading innovation,” said Marketing Director at Toshiba UK. Matt McDowell.

“We chose to send a chair on the journey as it is central to the user's experience of Toshiba's products; whether they are watching TV or using a laptop."

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