The launch advertisement follows the journey of an ordinary living room chair lifted to the edge of space by a helium balloon.
The ad is split into two executions with the first starting today (16 November) promoting the Toshiba Regza SV LCD TV series, while next year there will be a second execution highlighting the new range of Satellite T Series ultra low voltage laptops.
The Regza SV is Toshiba’s first LCD TV to include an LED backlight and the Satellite T laptop is designed to be “ultra portable” and offers up to 11 hours of battery life.
The campaign has been created by Grey London and Toshiba UK marketing director Matt McDowell says: “Our aim was to create a new advertising campaign that would bring to life Toshiba’s brand philosophy of leading innovation. 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.”
The consumer electronics company’s ad campaign last year was called “Timesculpture”.
The company has also just signed a deal with the Football Assocation that sees Toshiba UK become the offical consumer electronics supplier to the England football team through to the 2010 FIFA World Cup finals. The sponsorship will be supported by retail promotions, online campaigns and experiential activity.