To demonstrate Toshiba’s brand ethos of leading innovation, this campaign was based on an ambition to launch a chair into space and create the highest HD commercial in the world. Shot in the wilderness of the Nevada Black Rock desert using Toshiba HD cameras, it followed the journey of a simple living room chair as it was lifted towards the edge of space, to an altitude of 99,268 feet, by a simple helium balloon. Footage from the launch was used to create product commercials. The Toshiba Regza TV transforms picture quality from the ordinary to the extraordinary; sending the chair to the edge of space symbolised the power of the technology.
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