Mobile banner ads don't typically scream "creativity," but this Scandinavian campaign by M&C Saatchi, Stockholm, for LG defies convention with its smart use of hardware recognition. To promote the brand's G2 smartphone, the agency created a series of banners that recognized -- and responded snarkily -- to the competitor phones on which they appeared. For example, HTC owners would see "Tired of charging your HTC One?" followed by a message to try the LG G2 with 30% longer battery life. Apple users got the tiny message "Hard to read this on your iPhone?" and then another pointing them to the G2 with 5.2" FHD IPS display, and Samsung Galaxy owners were asked, "Waiting for your Galaxy to catch up?" and then given stats on the LG's 20% faster processer.
Jack Neff on 01.27.2015