LG's newest phone, the G5, becomes available today, and along with it, the South Korean company is launching a new brand push starting with an ad that stars Jason Statham.
LG has been running some product-specific online ads recently, and while the ads launching today promote the G5, the new campaign, created by Omnicom's EnergyBBDO, focuses on making a larger brand platform for LG's mobile unit.
The marketing includes a new tagline that plays off of LG's well known "Life's Good" slogan: "Life's Good When You Play More."
When LG was first looking for an agency for its newest phone, the brief was that the electronics company wanted to make some bold moves in its marketing. Marketing for previous phone launches like the G4 and G3 "was all focused on the technology or touch points that made the phones different from other products out there," said Sam Bergen, executive creative director at EnergyBBDO.