BBH China slips the LG MINI into consumer's pockets via a new global campaign

LG1.jpgBBH China has launched a new global campaign for LG Electronics, using not pickpockets but "putpockets" to slip the new LG MINI touchscreen into the pockets of consumers. The "live" television commercial 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 new LG MINI into the pockets of  some 10 unsuspecting talents who were hired to simply roam the central square.
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."
 
LG2.jpgView the commercial here:
LG Mini_60sec.mov

BBH China's most recent campaigns for LG include the LG GW620 and LF Chocolate BL40 launched in October 2009. The LG MINI is the smallest and slimmest of the 3.2 inch full  touchscreen phone range.
 
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".

Said Johnny Tan, 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."

"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.
 
The LG MINI campaign will launch globally, starting with Hong Kong on May 15th 2010.

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

4 Comments

Anonymous said:

nice one. Good demo and very surprising. Do they keep the phone?

Anonymous said:

That's so silly. The so called 'Live' shoot commercial doesn't look LIVE at all. Come on, just take some reference from Burger King will ya?

Anonymous said:

spot on, 12:32

Anonymous said:

This idea was already done in India, to make commuters aware of the pickpocket problem- it was in adfest.

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