The push, estimated to be worth £10m, will roll out this month and run for the rest of the year. The ads focus on three of the consumer electronics company's 'hero products': a touchscreen mobile phone, a borderless LED TV, and a washing machine with the world's biggest washload capacity.
The campaign will retain the brand's 'Life's good' motto, and centres on how the products can enrich people's everyday lives.
It breaks with TV, radio, outdoor and digital activity around the UK launch of the Chocolate BL40 phone, the fourth offering in LG's Black Label series. The handset will be available via Carphone Warehouse and from Orange later this month. The handset campaign will merge into ads for the SL9000 Edge LED TV and the 11kg Direct Drive washing machine from this November.
The drive will also attempt to dispel public confusion surrounding digital television technology. LG's UK marketing director Andrew Warner slammed industry terms such as 'HD-ready' as 'meaningless jargon'.
Ads will feature a push to the company's online TV buyers guide.
The campaign was developed jointly by Bartle Bogle Hegarty, which handles mobile brand advertising for LG, and RKCR/Y&R.
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