In reminiscence of the latest animation by Pixar “UP”, where an old man manages to fly his house using balloons to South America to realize the long-time dream of himself and his already dead wife, the latest “Space Chair” advert ,just premiered by Toshiba UK to promote Toshiba SV REGZA LCD TV and SATELLITE T series laptops , takes a very simple object, an armchair, and flies it up to 98,268 feet by a simple helium balloon in Nevada Black Rock Desert. The first execution of the advert plays in 2009 for Toshiba’s first model to include a LED backlight with local dimming, the SV REGZA LCD TV, whereas the second one is scheduled to play in 2010 for the new “ultra low voltage, lightweight with eleven hours of battery life” laptops, the SATELLITE T series. Created by the Grey London Creative Agency, directed by the Creative director Andy Amadeo and shot by the acclaimed cinematographer Haris Zambarloukos, the advert was wholly filmed using Toshiba HD cameras.