ASIA-PACIFIC – Earlier this year, BBH China launched a global campaign for LG Electronics (LG), using not pickpockets but “putpockets” to slip the new LG MINI touchscreen into the pockets of consumers.
A one of a kind “live” television commercial that involved many risks, the film captures the genuine reaction of consumers when they discover to their surprise, that they have been slipped the new LG MINI.
Using seven hidden cameras in a central square in Buenos Aires, a ‘putpocket’–a trained magician who was briefed beforehand–slips the LG MINI into the pockets of 10 unsuspecting talents who were hired to simply roam the central square. The LG MINI is the smallest and slimmest of the 3.2 inch full touchscreen phone range.
With directors controlling the production and phones from a control tower, cameras follow the ten candidates and simultaneously capture their delighted and surprised reactions when the phones, dropped in their pockets vibrate and ring.
A voice at the other end of line says “Congratulations. You’ve been slipped the new ultra compact LG MINI.”
Said Joanne Liu, Business Director, BBH China: “This is by far one of the most challenging and exciting campaigns we have created for LG – from staging a live scenario to capturing the essence of people’s reactions and emotions.We are thrilled at the result.”
“BBH China has once again successfully portrayed what the LG brand represents – an exciting and extraordinary experience.LG MINI is a unique product, so we wanted to create an unconventional way to showcase its slim and compact features,’’ said Sean Yoo, Director of Marketing Strategy at LG Electronics.
Said Johnny Tan, Regional Executive Creative Director, BBH China: "LG is probably the only brand that has a logo that winks and smiles at you -much like the product philosophy. The idea behind this spot was simple. We didn’t want to tell people how small it was but rather reveal, in an unexpected LG way, the genuine sense of surprise when discovering the slick LG gadget in their pockets."
CREDITS:
Title: Putpocket
Brand: LG Electronics Mobile Communications
Product: LG Mini GB880
CD: Johnny Tan, Steve Elrick
AD: Andy Brittain, Kat Bojcuk
CW: Yu Kung, Steve Sorec
Producer: Krystie Koh, Bettina Feng
Accounts: Joanne Liu
Planner: Vicky Keithroach
Production House: RadicalMedia
City, Country: New York, USA
Director: Pete McCoubrey and Luke McCoubrey
Producer: Gregg Carlesimo, Samantha Storr
Post house: Black Magic
