VIRAL VIDEO: LG's falling elevator prank

It's an advertising campaign, turned prank, turned viral video gold.

As part of a new ad campaign to show the "lifelike appearance" of their monitors, LG Electronics installed their new IPS monitors to the floor of an elevator.

The YouTube video shows riders' reactions as the lights flickered and the monitors displayed what appeared to be the bottom of the floor dropping out beneath them.

Though the video's raised doubts about whether the alleged victims are actually in on the joke, in less than a week it's garnered over 600,000 views.