The scariest elevator ride of your life
By Jeremy Phan
In the world of technology, seeing is believing. It isn’t real until you can touch it, hold it in your hands, press buttons on the device, or in this case, see its effects. LG, a manufacturer of everything from washing machines to the Retina display inside the Apple iPad (3rd generation), recently published an ad that demonstrates just how life-like its IPS displays are. IPS, or In-Plane Switching, is a type of LCD technology that offers very wide viewing angles, accurate & consistent colour reproduction across those wide viewing angles, and fast response times (to minimize/eliminate blurring, ghost/shadow images). It is the display technology of choice for image/graphic editors (e.g. Photoshop), gamers, and movie watchers. LG also uses the display technology on their smartphones such as the Optimus LTE that I previously reviewed. (Older LCDs use “TN” or twisted nematic technology, which is cheaper but is less accurate colour-wise and has limited viewing angles.)
In the ad, LG shows two workers rigging an elevator in a commercial office tower with the IPS displays as well as speakers for sound effects and hidden cameras to record users’ reactions. After users get into the elevator, a short while later, the lights start flickering and mechanical noises emanate from the speakers. It ends with the floor tiles seemingly “dropping out” from underneath them with their predictably freaked-out reactions.
While keen-eyed observers have pointed out in the video’s comments that the camera angles, artifacts, lack of reflections, and flush-mounted nature of the screen array means that the ad may have been green-screened and thus “fake”, it still is a creative way to illustrate a point.
Having recently imported a 27” WQHD (2,560 x 1,440) IPS monitor directly from South Korea (which utilizes the same LG panel found inside Apple’s pricey Cinema displays), I can attest to the improved image quality of an IPS panel versus traditional LCDs.
Check out the ad below and let us know what you think!
LG's life-like IPS LCD screens scare office workers | Sync
I would have had a freaking heart attack!!!!