LG is showcasing its newest home appliances, and how they fit into your busy life, in yet another new campaign launched during March Madness. Created by the ad agency 72andSunny the campaign, “Life’s Not Perfect. Life’s Good,” showcases LG’s appliances, the SideKick pedestal washer and the InstaView door-in-door refrigerator. The campaign has eight TV spots, and the first two will run during the NCAA Final Four tournament featuring college mascots like Ralphie the Buffalo of University of Colorado, Spartan of Michigan State, Benny Beaver of Oregon State and Wildcat of University of Kentucky.
The ad spots show the mascots knocking on the refrigerator door to see what’s inside. Each mascot finds food that is appropriate for him. For instance, the refrigerator stocked with chunks of wood is for the Beaver, while the refrigerator filled with protein shakes is for Spartan. David VanderWaal, VP of Marketing at LG Electronics USA, says, “Authenticity, and recognizing that life’s not perfect, is at the heart of our brand promise. We coupled that with the passion points of where our consumer lives, and entertainment, sport and culture are all things they’re invested in.”
Hosting a “Knock for Beats” activation in New York on March 7, LG presented the features of the InstaView refrigerator with an interesting theme. Using the “knock knock” beat, it recreated covers of pop songs that start playing whenever anybody knocks on the door of the refrigerator. “It’s a unique opportunity for us to showcase our products. We’re entertaining our customers in a new and disruptive way,” said Peggy Ang, Senior Director of Brand Marketing for Home Appliances at LG.