Toshiba Laptops: Big Idea

Young & Rubicam Brands Irvine client Toshiba, designs laptops for the way real people really use their computers. If that’s true, what better way to prove it than to see if the people in the two most ordinary places in America can use a Toshiba laptop to do more than they thought they could. In a category with so many bloated claims about what your computer will enable you to do, our target has become cynical. Our goal was to capture true-to-life stories demonstrating what’s possible with your laptop – but with a twist...
Last summer, we descended on the towns armed with film crews, directors, Toshiba laptops and truckloads of exciting ideas. We shadowed townsfolk like Elizabeth the eco-mortician (aka “The Green Reaper”) and Deborah – a real-life ghost-hunter.We captured séances and green burials. Dragged fire-fighting recruits through burning buildings. And witnessed a young punker’s life alter as he produced a rock festival.
Here is the sizzle video of the promo, plus two of the most outrageous Viral Videos which drove thousands to watch the competition unfold!