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Every innovation of LG has the power to change life for the better. That belief is the basis of LG’s message “Life’s Good”, and the brand’s motivation to kick off a pan-European brand campaign at a time when the good parts of life are returning. 

After an international pitch against major agencies from the UK and France in March 2021, Serviceplan Hamburg has unveiled a new pan-European brand campaign for LG European Marketing, LG Deutschland GmbH, LG UK, and LG France. Kicking off in the UK, France and Germany, the campaign will run from June until December 2021.

Titled The Smart Good Life, the campaign features TVCs in different lengths (60”, 30” and 20”) as well as digital and social media formats, produced by Tony Petersen Film GmbH and directed by Bastian Glaessner. The hero family starring in the campaign showcases the surprising and positive changes that consumers experience with LG’s innovations, by performing a completely new version of It’s a Hard-Knock Life reworked with the tag line It’s a Smart Good Life. After months of lockdowns all over Europe, it’s finally time to celebrate the good life again, with the positivity and lightheartedness that originates in the LG brand claim “Life’s Good.”

LG Electronics – The Smart Good Life

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The campaign features a specially recorded version of It’s a Hard-Knock Life, the iconic theme tune from 1976 musical Annie.  It’s designed to appeal to technology enthusiasts and smart home users, as well as aesthetic design lovers, while showcasing the LG brand’s ability to innovate the lives of customers via differentiated technology, such as OLED evo TV, InstaView refrigerators, TurboWash washing machines with Energy A, Gram laptops and TONE Free earbuds with noise cancelling.

This Europe-wide co-operation of experts from within the Serviceplan Group was able to deliver a multi-platform campaign that works in all major European markets according to: local language, cultural nuances, differences in brand perception, product emphasis, media and performance planning. The main objective of this new campaign is to strengthen the LG brand identity in the UK, Germany and France, where it will air on all major TV stations and streaming & VOD platforms.

Marina Clowes, Head of Marketing, LG UK, commented: “The Smart Good Life brand campaign offers an exciting opportunity for LG to position and explain its brand heritage to the local UK market. It’s great to convey the LG story to the UK audience via a positive, universal message.

“In order to showcase our philosophy, we worked closely with Serviceplan to develop a European campaign including touchpoints on TV and online. With our innovative LG products and functionalities as the subject matter, we wanted to portray how our technology can enhance our customers’ daily lives and help our customers to experience it via our creative campaign activities.”

Florian Klietz, Managing Partner, Serviceplan Hamburg, is happy to finally see this idea literally come to life: “Right from the beginning, the whole team had the feeling that this brief was a chance to make a bigger statement connected to the innovative products of LG. Optimism is what guided everyone of Serviceplan and within the LG team. That positivity I can see in every frame and hear in every line!

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