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.