Walsh Trott unveils Toshiba press ad

Walsh Trott Chick Smith is to feature ’base’ jumping - the controversial high-risk sport that involves people throwing themselves from high buildings - in its new Toshiba print campaign.

Walsh Trott Chick Smith is to feature ’base’ jumping - the

controversial high-risk sport that involves people throwing themselves

from high buildings - in its new Toshiba print campaign.



Base, which stands for buildings, antennae (pylons, TV masts), spans

(bridges) and earth (cliffs), is an illegal sport in which people leap

from high places and then open their parachute.



The ad features people jumping from the top of the Grenadier Guards

barracks building in London’s Hyde Park and aims to demonstrate the

benefits of the Toshiba PDR-M4 digital camera.



Toshiba claims to make the only digital camera capable of taking up to

four pictures in one second. The ad, which will run in specialist camera

and computer press, features the line: ’Only one digital camera could

take these pictures.’



The making of the ads had to be overseen by the military and the police

as the sport has cost a number of lives. Jumpers typically break into

buildings and jump at night to avoid the police. Pepsi is understood to

have tried a similar stunt for a Pepsi Max campaign but was refused

permission by authorities.



The press work is one part of Toshiba’s ’future of home entertainment’

campaign, which aims to promote its latest technology, including digital

cameras and DVD.



In May this year, the agency unveiled a new image using noughts and ones

to symbolise the company’s push into digital. The new look replaced

Toshiba’s famous Blueprint Man.



The ad was written by Rob DeCleyn and art directed by Simon Micheli with

photography by Richard Cooke. Media buying is through New PHD.



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