• by Aaron Baar , October 2, 2017

Like life, motherhood is rarely perfect. But that doesn’t mean it can’t be “good.”

Building on its “Life’s not perfect” campaign launched earlier this year, LG Electronics USA is depicting the busy experience of motherhood as another area where life may not be perfect. Using actress and mother Busy Philipps, the brand is introducing the idea of “Real #Momlife" through a series of videos, acknowledging that there are times when things aren’t perfect, but that LG appliances can make them “good.”

“The videos take on the notion of ‘perfect parenting’ to show that motherhood doesn’t have to look perfect to be great,” Taryn Brucia, director of public relations for LG Electronics USA, tells Marketing Daily. “What we love about [the campaign] is that it celebrates life’s messy moments in a fun, relatable way that provides the LG brand with a natural way to showcase how our products help make people’s lives easier — because life’s not always perfect, but — as our slogan says — ‘life’s good.’”

The campaign, touting the brand’s LG SideKick washer (which features a separate compartment for small loads), has Philipps showing off her favorite “life hacks,” like bringing the garbage can directly to the table to clear a mess. Other vignettes depict Philipps taking some “me time” in the bathroom and adding jelly beans to a leafy greens smoothie for a better taste. Each vignette ends with the actress using the SideKick’s pedestal to handle small loads of laundry. 

“Busy’s public persona and ‘realness’ about being a mom presented a perfect fit for the LG SideKick campaign,” Brucia says. “She’s honest and open about the realities of being a mom — not to mention hilarious — and hugely relatable, especially among our target consumers.”

The videos will be featured on the brand’s LG SideKick site, and will run across LG’s social platforms, with some paid support, Brucia says.