• by Les Luchter , August 30, 2023

High-visibility sites in several major international cities are sporting out-of-home (OOH) ads declaring “Life’s Good,” alongside what looks like a winking, smiley face emoji.

That “face,” which stylizes the letters “L” and “G,” is actually the new symbol of LG Electronics, and the OOH campaign marks a major -- let’s say, happy -- rebranding by the South Korean-based consumer marketer.  

The goal, according to LG, is to use the “Life’s Good” message to spread “a message of optimism” and to “uplift customers.”  

Also, just as with human facelifts, this corporate equivalent is meant to make LG look more youthful. Even the color used, dubbed “LG Active Red,” is said to convey “youthful exuberance.”

In an “Executive Corner” post on LG’s website, Kim Hyo-eun, vice president of LG’s Global Marketing Center, says the new symbol, when used digitally, can perform eight different functions. In addition to winking, they include greeting, nodding and spinning.

The “Life’s Good” tagline, meanwhile, has a period at the end to convey “LG’s confidence and sincerity in its mission to make people’s lives better through innovation, she says.   

The locations chosen for the OOH setup include New York’s Times Square; London’s Picadilly Circus; India’s KP Tower; Dubai’s Burj Khalifa, the world's tallest building; Ho Chi Minh’s Landmark 81 skyscraper; and LG’s own outdoor screen at Peru’s Óvalo Gutiérrez. London’s red double-decker buses are also carrying the “Life’s Good” message.

In additional moves aimed at attracting younger customers, LG’s Instagram channel has launched a “Finger Heart Filter” which allows users to overlay on their videos little hands holding a big heart that expands and then splits into many little hearts. Here’s an example.

The filter is also promised for TikTok, as is a “Life’s Good Sticker Package” on both platforms.