The ad, called , is based on the idea that for Toshiba "innovation is a journey and not a destination".
The campaign was designed to reinforce Toshiba's unified brand strategy, developed by Grey at the end of 2007, which focuses on the company's commitment to innovation.
Directed by Johnny Hardstaff, the TV campaign is made up of three executions: a 60-second ad; a 40-second ad; and a shorter 20-second version. These feature Toshiba's lightest laptop to date, the Portege R500.
The executions showcase Toshiba's product development technology with images including bubbles, x-rays and computer chips, created by a composition of CGI and live-action shots.
The images are accompanied by a voiceover, which begins: "We make light, lighter; fast, faster; bright, brighter; small, smaller."
The spot ends with the strapline: "Toshiba. Leading innovation."
Seyoan Vela, art director at Grey London, said: "Science is amazing. It can be beautiful and wonderful.
"Toshiba is a company that pushes the boundaries of science. Of what is possible. By constantly researching. Developing. And innovating. We created this film to bring this to life for consumers."