How far would you go for a bottle of Tiger Beer? That’s the question posed by the campaign for the brand by Saatchi & Saatchi.
The website contains elements such as personality quizzes, downloadable avatars, wallpaper creation function and a happy hour widget reminding beer fans to take a break after a long day at work.
To promote its new line of LCD TVs, Toshiba sends an ultra-lightweight biodegradable chair toward the edge of space using a helium balloon, and films the entire mission in high definition with its IK-HR1S camera system.
The chair rig rises to 98,268 feet. The climb is reported as taking 83 minutes. Once the balloon pops, the fall back to earth is reported as taking 24 minutes.
In consumer electronics marketing, extreme real-world demonstrations are used to make “picture quality” feel like engineering proof, not advertising promise.
The creative move is almost aggressively simple. “Armchair viewing” is a cliché. So Toshiba turns it into a physical event. A chair. A balloon. A horizon line that curves. The resulting footage does the persuasion without needing exposition.
Standalone takeaway: If the product claim is abstract. clarity, detail, realism. put a real object into an extreme, undeniable environment and let the camera do the talking.
This is not “space” as a metaphor. The production is built around constraints that make it believable. Weight limits. fragile materials. freezing temperatures. low pressure. The rig has to survive long enough to capture usable footage, and the team has to recover it afterwards.
That operational reality becomes part of the brand signal. If you can shoot a commercial in those conditions, “HD” stops sounding like a spec sheet and starts sounding like capability.
The footage is the product demo. The shots are what a screen is for. It is scale, texture, contrast, and atmosphere. The chair is simply the reference object that lets the viewer feel distance and altitude.
It also avoids the typical trap of “innovation” campaigns. Over-claiming. Instead, the story is modest. Here is what we did. Here is what we captured. Judge the images.
It is a Toshiba commercial built from real high-definition footage of a chair carried toward near space on a helium balloon, created to showcase Toshiba’s LCD TV picture quality.
The flight is described as reaching 98,268 feet before the balloon broke apart and the rig descended.
The timings are commonly reported as about 83 minutes up and about 24 minutes down.
The footage has the “documentary grammar” of a real mission. changing light, wind noise, tracking, and the visible realities of a rig surviving extreme conditions.
Build a proof moment people can replay and share for its own sake. If the audience wants to watch it again, the product message gets repeated for free.
Evian’s “Roller-skating Babies” viral ad, created by Euro RSCG, has been recognised by the Guinness Book of Records as the most viewed online ad to date.
Adding up views for various versions of the ad across video sharing websites, the ad has got 45,166,109 views as of 9 November 2009.
The mechanism is concept compression. “Roller-skating babies” is a one-line idea that travels intact. You do not need explanation, context, or a brand preamble to understand why you should click.
Across global FMCG brands, the difference between “viral” and bought reach is whether people willingly forward the idea as social currency.
It works because it is strange enough to be worth sharing and polished enough to reward rewatching. The viewer gets an immediate payoff, then uses the link as a way to say, “you have to see this”.
This is not a conversion mechanic. It is a reach and memorability play. The goal is to make the brand part of a piece of entertainment people choose to spread, so the exposure feels voluntary rather than interrupted.
A highly shareable online film built on a single, instantly repeatable concept: babies roller-skating, executed with polished craft for rewatch value.
Concept compression. The idea travels intact in a few words, so people can forward it as social currency without needing explanation.
It combines novelty with high production value. The viewer gets an immediate payoff, then uses the link as a quick “you have to see this” recommendation.
Track across versions and re-uploads. When a film spreads in multiple places, total footprint matters more than one canonical link.
Build a one-line idea that is easy to retell, then execute it well enough that people want to rewatch and pass it on.
