an air of authenticity. Release and reception Grey London created an online presence for the campaign. An interactive website, "wherewillitland.com" was launched and promoted through social networking websites such as Twitter and Facebook. The site allowed consumers to make guesses as to where the launched chairs would land, with the winner receiving a 46 inch Regza SV Series LCD TV. Additional content, including a making-of documentary, was made available at a dedicated section of the Toshiba UK website. Space Chair premiered on European and Japanese television on 16 November 2009, for a period of three weeks. After a break of several months, a slightly re-cut version of Space Chair was used to promote Toshiba's Satellite T laptop computers. The campaign received mixed reactions; while it received more than half a million hits online within days of its launch, Noel Bussey of Campaign magazine said of Space Chair: "The idea, execution, astounding shots of Earth and the 'making of' video are all superb." However, Damon Collins, executive creative director at Young & Rubicam was less impressed with the piece, commenting: "I salute the clients and team for trying something different, [...] but, if pushed, the result still reminded me a little of a Sony ad from about ten years ago where the guy fell from the sky in his armchair." Toshiba, however, were fairly satisfied with the campaign and entered talks with JP Aerospace about a similar commercial in 2010. References External links First version of the commercial, promoting the Regza LCD television Second version of the commercial, promoting the Satellite laptop Escape vehicle no 6, the art project on which Space Chair was based Space Chair (Toshiba) verses Escape Vehicle No 6 (Simon Faithfull), YouTube comparison of Space Chair and Escape Vehicle on same screen 2009 works 2009 in British television British television commercials 2000s television commercials