News: Screen so real it's scary, or is it?

Watch the reaction of people get into a lift that malfunctions and the floor drops away to reveal the shaft below.

Ultra-realistic displays installed on elevator floor
Floor apparently collapses beneath passengers feet
Commentators on YouTube question ad's legitimacy

A NEW television advert for LG shows lift passengers tricked into believing that the floor has given way beneath them: but is everything as it seems?

Whether plunging out of control or stuck between floors, elevators feature high on most peoples potential disaster scenario lists, so Korean electronic corporation LG has definitely taken a gamble with its new television advertisement.

So real it's scary LG

So real it's scary? Horror scenario as the fake floor gives way. But is it real or fake? Picture: LG

The advert allegedly shows LG technicians secretly installing hidden cameras and adding nine "lifelike" IPS display screens to the floor of a lift,� then attempting to convince innocent passengers that the floor has given way.

So real it's scary LG

So real it's scary? LG engineers prepare the fake floor. Picture: LG

As the floor apparently collapses, passengers appear predictably shocked, then relieved as they safely exit the lift and realise they have been spoofed.

So real it's scary LG

So real it's scary? LG engineers test the secret cameras. Picture: LG

Everyone likes a good prank, particularly at Halloween, but LG's attempt to trick people into thinking they're about to meet their die could perhaps be deemed a little commercially risky.

So real it's scary LG

So real it's scary? Leaping to safety as the fake floor gives way. Picture: LG

And that's before commentators on the YouTube version cast a sceptical note over the veracity of the advert, suggesting that the clip may be faked, the floor actually a green screen and the passengers are actors.

So real it's scary LG