LG Electronics used to run separate advertisements in each country it did business in, and the ads focused on the products it sold: televisions, phones and home electronics. Now, it is introducing its first global campaign featuring a celebrity. And it was not a Madison Avenue agency that designed the ad, but that eminent wrangler of celebrities, Condé Nast…
The Condé Nast Media Group, which created the ads, earned almost $100 million in revenue from custom work like this in 2008. It has created campaigns for the department store chain Dillard’s, the vodka Grey Goose, and the luxury car brand Lexus, which have included in-store events, parties and television programs. The unit demands that all the advertising it creates run only in Condé Nast magazines and Web sites…
A.J.Storinge said he asked several media companies to devise ideas that refreshed LG’s existing slogan. “It started with, How could we add further depth to the equity already built behind the tagline ‘Life’s Good’?” Storinge said. “There is a need to start to give it more meaning.”
Condé Nast executives said they came up with the idea of “Life Looks Good” because it would be understood around the world and would not need to be adjusted to reflect different cultures, although the ads are translated.
It also meant they could suggest other ideas based on the senses to LG and Mindshare: “Life Tastes Good,” “Life Sounds Good,” and “Life Feels Good,” which would mean more revenue for Condé Nast in what looks to be a dismal advertising year. “At the end of 2009, we potentially will have spent more with Condé Nast versus a year ago,” Boden of LG said.
“There’s no celebrity fees per se for this. It’s in return for promotional consideration. The clever part of these integrated marketing programs is finding triangulation: Third party A needs something from third party B who needs something from us.” Zwick, for instance, is promoting his new movie, “Defiance.”
I sold to ad agency types for a short spell in early geek days; so, this gives me a special chuckle. Not that this isn’t a potentially successful campaign. Not that it can’t or won’t build into something qualitatively different within the trade. I just learned early on that you really can bullshit a bullshitter.
The article offers a discussion on the semantics of LG as “Life’s Good” and a segue into “Life Looks Good”. But, I wonder who was the original bright employee who thought of turning LG – which was “Lucky Goldstar” – into LG Electronics?