LG gets real

Sweden – Self-deprecation is a powerful marketing tool, as LG shows with its latest campaign The Science Behind.

• The technology may be innovative, but the behaviour is anything but
• LG reveals its funny side and in doing so shows it understands its customers’ quirks and foibles

Showing its finger to be clearly on the pulse of consumer behaviour, LG’s ad begins with a gushing review of the technology and design of its OLED curved tv, before revealing that all this innovation is being used to watch irreverent YouTube videos like never before. Feigning disbelief, the advert, developed by M&C Saatchi Stockholm, undermines the brand in an endearing way, a ploy more self-righteous technology brands wouldn’t even contemplate, let alone execute as humorously.

The Big Picture: Brands can learn from the beauty sector’s new tendency for Real Talk. Paint an honest picture to reveal a greater knowledge of your customer.