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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.

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