LG's all smiles

This new campaign for LG is a celebratory delve into what life can be like if you embrace optimism.

Created by TBWA\Chiat\Day New York, the agency looked more closely into what tech company LG and its 'Life's Good' approach really meant. It was decided, in a category that can sometimes be cold, that by focusing on human-centred innovation and belief, and embracing things with a smile, optimism should be at the heart of the campaign.

Directed by Nicolai Fuglsig through MJZ, the 90-second film is a simple but affecting story of a man using optimism to do something nobody would expect him to; skateboard down a long street. The longboard acts as a metaphor for life, with viewers seeing that you just need to be brave enough to push through your presumed limitations to achieve something great.

“There’s a magic that unfolds when you embrace optimism," said Walt Connelly, Executive Creative Director at TBWA\Chiat\Day New York. "LG harnesses optimism to create its products that make everyday life better, and as a brand LG champions optimism as the path forward everywhere it can. We uncovered that the number of optimists to pessimists in the world is on the decline, dropping from 3:1 to 5:1 since the pandemic. We knew, now more than ever, that it was important to share LG’s belief in optimism and how that message is giving meaning to ‘Life’s Good’. We chose a beautifully crafted brand film with some unexpected casting as the first step in letting consumers in on this.”