LG Pranks Elevator Riders, Makes It Seem They're About To Die Using Newest Screen Technology (VIDEO)

In an advertising move that's both hilarious and horrible, electronics company LG installed a grid of its new IPS monitors in the floor of an elevator, creating an optical illusion that made it appear riders were about to plummet to their deaths.

In a YouTube video posted by LGBlogUK, the displays are arranged on the floor in a three-by-three grid. The horrified faces of the allegedly unsuspecting elevator riders are then filmed for comedic, er, marketing effect when the floor appears to give out.

Using the tagline, "So Real, It's Scary," the ad dovetails nicely with Halloween -- a holiday that encourages scary pranks.

The LG monitor advertised--an "in-place switching" model--is supposed to be able to deliver "true-to-life colors" and "smooth color clarity" from any given angle, according to its website.

The company has used unconventional marketing videos in the past to drum up interest in its high-tech products. In January, a video showing a "smart thief" (actually an actor) stealing one a LG Ultrathin OLED television was viewed more than 5 million times.