electronics

For LG 'Life's Good' Is Good Enough

With the March Madness tournament fast approaching, game days — and regular days — may not be perfect, but they don’t have to be overly stressful.

As an official partner of the NCAA, LG Electronics is using the high-profile event to launch a new advertising campaign and tagline — “Life’s not perfect.” The effort is a way to connect with consumers along their “passion points,” according to David VanderWaal, head of marketing for LG Electronics USA.

“With our new campaign, we aim to connect with our target consumers in new, relatable ways and we working to reach our consumers through their passion points – NCAA is a great example of one of those passion points, which is why we’re an official NCAA corporate partner,” VanderWaal tells Marketing Daily

advertisement

advertisement

One of the new commercials shows off LG refrigerators’ InstaView technology, which allows people to see inside the refrigerator by knocking twice on the door. College mascots such as Oregon State’s Benny Beaver, Michigan State’s Spartan and Northwestern University’s Wildcat are shown using the fridge to reveal their game-time snacks (logs, protein drinks and ribs, respectively).

Another spot depicts the mascots doing chores around their respective houses — and getting their clothes dirty in the process — before using LG’s sidekick washer (a mini washer positioned under a main LG appliance for “small loads that are a big deal,” according to a voiceover. Onscreen text in both spots notes: “Life’s not perfect. Life’s good.”

“The campaign celebrates our perfectly imperfect lives in order to connect with consumers emotionally. LG is taking a different approach to the category – not focusing on perfect, flawless homes and scenarios – in order to connect with consumers emotionally,” VanderWaal says. “Life is all about imperfect moments and we want to remind consumers that it’s okay to have a spill once in awhile because LG will be there with innovative technologies to get them back on track and make life good.”

The campaign will run throughout the tournament, which begins Thursday, on networks such as TNT, TBS, CBS and TruTv. and will carry through the first half of the year, VanderWaal says.

1 comment about "For LG 'Life's Good' Is Good Enough".
Check to receive email when comments are posted.
  1. R MARK REASBECK from www.USAonly.US , March 15, 2017 at 5:33 p.m.

    LG:  Living Geeked.

    Seriously................I can't eat what's on the door screen, so i have to open the door anyway............................have we just imploded when it comes to common sense?
    Another, "We did it , cuz we can" idea....................

Next story loading loading..