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LG Electronics 'Inner Voice' Campaign Celebrates Mom Confessions

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SOURCE LG Electronics

New Creative Demonstrates How LG Appliances Make Moms' Lives Simpler

ENGLEWOOD CLIFFS, N.J., May 5, 2014 /PRNewswire/ -- LG Electronics USA is launching a fresh new home appliance integrated marketing campaign titled "Mom's Inner Voice," celebrating today's multi-tasking moms. This six-month, multi-million dollar LG campaign, created with Hill Holliday, features the real thoughts of moms expressed with humor, frankness and honesty by the voice of Leslie Mann.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7196851-lg-new-inner-voice-campaign

The integrated, multi-channel campaign engages LG's key consumers and positions the brand as moms' supporting, empathetic co-conspirator and collaborator. "Mom's Inner Voice" is unique in its effort to showcase the real lives of moms today, helping them embrace their imperfections. LG acknowledges that life is not perfect, but still, "Life's Good," and embraces the humorous shortcomings of everyday life. LG home appliances, including refrigerators, cooking appliances, dishwashers and washers/dryers, feature a host of innovative and time-saving features that help busy moms manage their households easily and more efficiently. Videos illustrating LG as a strong partner to moms will be integrated in television spots, with additional content shared across social media channels.

"This campaign celebrates the everyday moments and inner dialogue that we believe all moms can relate to, and we want to show women that LG understands them and our home appliances provide real benefits to today's busy families," said David VanderWaal, head of marketing for LG Electronics USA. "Our products stand for innovation and convenience. Simply put, we feel LG's appliances clean better, cook better, work better and look better, making them a great partner for moms everywhere."

The innovative campaign includes television advertisements that break today and will run through October. In the lighthearted commercial for a new French door refrigerator with LG's patented Door-in-Door® feature, mom's inner voice reacts to the teenage son standing in front of the open fridge for what seems like an eternity, with mom pondering where he might have picked up such behavior. Mom shows him what he's looking for is easily accessed using the unique Door-in-Door compartment. The spot concludes with dad staring into the open fridge with voiceover: "The tree from which the apple fell."

Videos will run on Hulu, and select media partners will enable viewers to watch the content on additional popular video sharing platforms. The "Mom's Inner Voice" campaign will also live online through social amplification on Facebook, Twitter and Tumblr, media partnerships with PureWow and Buzzfeed, and content on LG.com. All social components will drive consumers to a dedicated Tumblr page where moms can read other #momconfessions and share their own. This landing page will also include all online and social content, allowing consumers to experience all aspects of the campaign in one place. Additionally the best confessions will be showcased on the LG billboard in Times Square on May 11, in conjunction with Mother's Day.

About LG Electronics USA
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $52 billion global force and technology leader in consumer electronics, home appliances and mobile communications. LG Electronics, a proud 2014 ENERGY STAR Partner of the Year, sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and solar energy solutions in the United States, all under LG's "Life's Good" marketing theme. www.lg.com



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LG Electronics logo.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7196851-lg-new-inner-voice-campaign

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