Promoting your new gadget by tricking people into thinking they're about to die is a risky business.
But this time we think LG has just about come out on top.
They used their apparently 'lifelike' screen technology to replace the panels on the floor of a lift - and make it look like the floor was falling away into oblivion.
The reaction is predictably (and possibly suspiciously) good, as the lift riders consider their own mortality in horrified terror, before considering the high quality of LG's displays with an air of relieved annoyance.
However not everyone is convinced - with many suggesting that the clip might be faked due to the angle of the 'falling panels' always been tuned to the camera.
What do you think? Let us know in the comments, and check out the prank above.