I often wonder why so many advertisers continue to talk to their prospective audiences as if they are all idiots... Today's news that LG Electronics is launching a campaign positioning its major appliances as a step up in design and technology in an effort to get consumers to switch, reinforces my feeling. The initial $20 million, two-month phase of the "Upgrade" campaign shows consumers fantasizing about how far they would go to get rid of their old home appliances and upgrade to LG. The campaign, via Y&R's BrandBuzz agency, focuses on LG's premium full-kitchen series and steam laundry system. The TV commercials feature a woman dreaming about what she can do to get a new LG SteamWasher ... shoving her old washing machine off a diving board into the deep end of a pool. Another shows a consumer's desire for a LG French-door refrigerator and her fantasy of tying her old refrigerator to railroad tracks in the path of an oncoming train. All I can say is that any women who fantasizes about washing machines and refrigerators, needs some kind of urgent help!
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I have fulfilled my role as a a wife, mother & lover... Thank you LG Electronics!!!
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