IRVINE, Calif. —July 6, 2009— Toshiba’s Digital Products Division (DPD), a division of Toshiba America Information Systems, Inc., today announced their new “Set You Free” television, digital, print, and cinema ad campaign. Toshiba’s laptop marketing effort represents a new approach to reaching consumers beyond retail.

“Toshiba is evolving its brand identity to reach a new generation of consumers and showcasing the brand with our loyal customer base. We set out to create a distinct marketing campaign that held true to Toshiba’s lineage of laptop innovation,” said Ron Smith, vice president of marketing, Digital Products Division, Toshiba America Information Systems, Inc. “These digital and traditional media partnerships reach audiences with relevant and entertaining information while defining the product experience.”

The campaign will consist of 60- and 30-second TV spots featuring PC users being held back by their technology and the Toshiba user breaking through an invisible barrier and being set free. Starting today, this concept is brought to the small screen in 60-, 30- and 15-second product spots that will run in top DMA markets through September including the following networks: ABC, CBS, MY13, NBC, CW, KCAL, FOX, Bravo, Comedy Central, ESPN, ESPN 2, FOX News, FOX Sports West, MTV, Discovery Channel and more. “Set You Free” will also go primetime on shows like The Today Show, Gossip Girl, 90210, So You Think You Can Dance, Sports Center, MTV VMA Awards, and Deadliest Catch.

Digital ads will include embedded video snippets of the TV ad spots, highlight product lines like the award-winning Toshiba Satellite® series, and engage web surfers with an interactive banner that lets users control the weather. Turn up the wind and the Toshiba laptop falls over, but Toshiba’s Hard Drive Impact Sensor to protect your data. Going beyond banner ads, Toshiba is sponsoring the 2009 MTV VMA Awards, Spike TV, and Comedy Central. The MTV VMA premium sponsorship includes a VMA homepage roadblock on September 15, 2009. On Comedy Central’s Jokes.com, Toshiba will have a custom Toshiba page with video, in addition to an episode sponsorship of The Daily Show, Colbert Report and South Park. The digital campaign goes live on web sites and networks including MTV Digital Media, MySpace, Comedy Central, Pandora, Laptop, PC Magazine, PC World, CNET, and Hulu. The ads will run starting July 6 through the end of September.

As the company who brought you the laptop, Toshiba is also showcasing its innovative leadership in its print campaign. More specifically, the print ad reads: “In 1985, Toshiba brought you the laptop. 6,927 patents later, we’re bringing you its future.” Print placement will target men’s and women’s lifestyle publications.

Toshiba will also run a 30-second spot in over 3,000 movie theaters in major metropolitan areas and their surrounding communities starting July 4th weekend through September.

More information about Toshiba and its laptops is available at laptops.toshiba.com. Connect with Toshiba on Twitter at twitter.com/ToshibaLaptops and on Facebook.

About Toshiba America Information Systems Inc. (TAIS) Headquartered in Irvine, Calif., TAIS is comprised of four business units: Digital Products Division, Imaging Systems Division, Storage Device Division, and Telecommunication Systems Division. Together, these divisions provide mobile products and solutions, including industry leading portable computers; projectors; imaging products for the security, medical and manufacturing markets; storage products for automotive, computer and consumer electronics applications; and telephony equipment and associated applications.

TAIS provides sales, marketing and services for its wide range of information products in the United States and Latin America. TAIS is an independent operating company owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation. Toshiba Corporation is a world leader and innovator in high technology, a diversified manufacturer and marketer of advanced electronic and electrical products. These products span from information & communications systems; digital consumer products; electronic devices and components; as well as power systems including nuclear energy; industrial and social infrastructure systems; and home appliances. Toshiba was founded in 1875, and today operates a global network of more than 730 companies, with 199,000 employees worldwide and annual sales surpassing US$67 billion. For more information on Toshiba visit laptops.toshiba.com.

© 2009 Toshiba America Information Systems, Inc. All product, service and company names are trademarks, registered trademarks or service marks of their respective owners. Information including without limitation product prices, specifications, availability, content of services, and contact information is subject to change without notice.