The electronics manufacturer LG wanted to show customers just how realistic their screens can be. What better way to do this than to scare the living daylights out of them — and probably create a few elevator phobias in the process– by making it look like the elevator floor was falling out from below their feet.

In a new ad “So Real it’s Scary,” LG installed its IPS monitor screens as the floor in an elevator. Then it filmed the reaction of lift riders as the “floor tiles” with full on audio seemed to break and fall down the shaft.

LG Tricks Elevator Riders Into Thinking Floor Tiles Fall Out Under Feet to Promote Its IPS Monitor Screen

(Image: YouTube screenshot)

LG Tricks Elevator Riders Into Thinking Floor Tiles Fall Out Under Feet to Promote Its IPS Monitor Screen

(Image: YouTube screenshot)

LG Tricks Elevator Riders Into Thinking Floor Tiles Fall Out Under Feet to Promote Its IPS Monitor Screen

(Image: YouTube screenshot)

As they ask in the video, “How life-like is IPS? We put it to the test.” Watch the ad and consider the results for yourself:

LG touts its IPS monitor as having a life-like color with smooth color change and wide-angle viewing.

LG Tricks Elevator Riders Into Thinking Floor Tiles Fall Out Under Feet to Promote Its IPS Monitor Screen

(Image: YouTube screenshot)

Some have questioned whether the prank to promote the IPS monitor is “cruelest ad ever?” What do you think? Let us know in the comments.

(H/T: Daily Mail)