LG AMPLIFIES ‘LIFE’S GOOD’ MESSAGE WITH INSPIRING BRAND FILM TO CHAMPION OPTIMISM
Directed by an Award-Winning Director, this Motivational Brand Film Encourages Viewers to Embrace the Path of Optimism
Riyadh, Oct. 11, 2023 — LG Electronics (LG) today highlighted its Life’s Good message by introducing a new brand film. Part of the ongoing global brand campaign, the film beautifully communicates the true meaning of LG’s Life’s Good philosophy and shares the company’s powerful message of being optimistic.
Launched in August 2023, the Life’s Good campaign aims to inspire people to face challenges with an optimistic attitude during difficult times and highlight the enduring nature of LG’s brand philosophy and values, which the company has consistently upheld throughout its history.
The newly introduced 90-second film centers on a middle-aged man who chooses optimism in his journey, allowing him to overcome obstacles and accomplish something no one would have believed him capable of. At the outset, the protagonist looks apprehensive as he struggles to ride a longboard down a suburban street. However, as the film progresses, he becomes more determined and glides gracefully over the asphalt, wearing a happy, confident smile.
The underlying message of this heartwarming story is that there’s an optimist inside everyone; it’s merely a matter of deciding to embrace it. Using a longboard as a metaphor for life, the film suggests that any goal or dream is attainable if one is brave and optimistic enough to push through one’s perceived limitations to get there.
LG’s brand film was crafted by a group of experienced creatives headed by Emmy Award-winning director, Nicolai Fuglsig, whose simple, charming storytelling so powerfully illustrates what can happen when one elects to walk the path of optimism.
“LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project,” said Nicolai Fuglsig. “I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges. I feel it’s a powerful reminder not to get bogged down by negativity and to live life to the fullest.”
As LG transforms its business, it is changing how it communicates with customers and stakeholders through its recent brand reinvention, ensuring the values and philosophy of Life’s Good are delivered at every touchpoint across the customer experience. Thus far, the campaign has graced some of the most iconic landmarks in various cities around the world, including Dubai, London, New York, and Seoul.
“Life’s Good represents our unwavering commitment to improving people’s lives through innovation,” said Jeongseok (JS) Lee, senior vice president and head of LG’s Global Marketing Center. “In line with our future vision to become a smart life solution company, we will communicate with various customers at every touch point in more dynamic and youthful way.”
“With our global campaign, we aim to convey our message of Life’s Good, inspiring and encouraging customers to take life with an optimistic attitude,” said Kim Hyo-Eun, vice president of LG’s Global Marketing Center. “We hope that our brand film can uplift customers and create meaningful influence on their lives.”
The brand film can be viewed on the LG Global YouTube channel (www.youtube.com/GlobalLG).
