24 February 2009
Electronics firm LG has launched a series of adverts in partnership with publisher Condé Nast. The adverts feature Hollywood director Edward Zwick talking about his use of technology in editing, and giving a behind-the-scenes tour of his office in Santa Monica.
The tagline for the advert is “Life Looks Good”, reflecting LG’s standard slogan “Life’s Good”. The series will continue with “Life Tastes Good”, “Life Smells Good”, “Life Feels Good” and “Life Sounds Good”. The “Life Looks Good” campaign features Zwick on an empty film set beside a trailer, surrounded by directors' chairs and lights and looking at an LG television screen. The text quotes him discussing cinematography and landscapes. Zwick’s films include Defiance, Blood Diamond, and Legends of the Fall.
“Previously our adverts have promoted individual LG products, but the ‘Life Looks Good’ campaign focuses specifically on building an emotional connection with the brand,” says Andrew Warner, LG marketing director UK and Ireland. “To create this, we have used subtle branding and made Mr Zwick the focal point. We wanted to start bringing the LG brand to life explain to people why LG believes ‘life’s good’. We wanted to get other people to talk about why technology made life better for them, particularly in the areas in which they work.”
The adverts, created by Condé Nast Media Group, will run throughout all of the publisher’s magazines and will be hosted on Condenet.com/lg.
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