A man’s epic longboard ride is a metaphor for life in LG’s striking ‘Life’s Good’ manifesto spot
TBWA\Chiat\Day NY and director Nicolai Fuglsig’s 90-second spot makes the point that there’s an optimist in of all of us

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LG’s new global “Life’s Good” campaign gets a sweeping 90-second manifesto courtesy of TBWA\Chiat\Day New York and director Nicolai Fuglsig, who use a middle-aged man’s longboard ride as a metaphor for choosing optimism in life.
The spot opens with a closeup of the man moving through a suburban neighborhood. It’s not clear at first that he’s on a longboard—he seems to be floating through space, which gives the spot an ethereal feeling as the camera circles around him.
A voiceover, which sounds like a child’s voice, begins: “Optimism is a funny thing. It’s not what you’d call an easy path. Life is too full of chaos and setbacks to feel optimistic.” And indeed, the man seems unsure of himself at first. But he has a growing confidence, which really blossoms in the second half of the film.
Dudes on longboards has been a shorthand for happiness and optimism ever since Nathan Apodaca’s 2020 viral TikTok video, where he drank Ocean Spray cranberry juice and cruised to work to the sounds of Fleetwood Mac. LG’s message is about choosing that kind of optimism when times are hard—a message of warmth in the often-cold consumer electronics category.
Launched in August 2023, the “Life’s Good” campaign is meant to highlight LG’s brand philosophy and values—focused around human-centered innovation, as captured in the brand’s smile logo. The new work was also inspired by research suggesting fewer people consider themselves optimistic today.
“There’s a magic that unfolds when you embrace optimism. LG harnesses optimism to create its products that make everyday life better, and as a brand LG champions optimism as the path forward everywhere it can,” said Walt Connelly, executive creative director at TBWA\Chiat\Day NY. “We knew, now more than ever, that it was important to share LG’s belief in optimism and how that message is giving meaning to ‘Life’s Good.’ We chose a beautifully crafted brand film with some unexpected casting as the first step in letting consumers in on this.”
The spot follows the rollout of a new visual identity and design that launched last month from Wolff Olins. The campaign also includes an influencer campaign with Willow Smith, Cody Simpson, Park Jenny, and social and digital OOH ads that further the message that there’s an optimist inside us all.
Credits
- Date
- Sep 28, 2023
- Client :
- LG
- Agency :
- TBWA/Chiat/Day-New York
- Senior Vice President & Head of Global Marketing :
- Jeongseok Lee
- Vice President Global Marketing :
- Hyoeun Kim
- Brand Strategy Lead :
- Daewon Kong
- Brand Strategy Lead :
- DK Seo
- Brand Strategy :
- Insun Oh
- Brand Strategy :
- Jay Choi
- Brand Experience :
- Francisco Shin
- Chief Executive Officer :
- Nancy Reyes
- Chief Creative Officer :
- Amy Ferguson
- Chief Strategy Officer :
- James Sowden
- Managing Director :
- Shannon Nunn
- Head of Production :
- John Doris
- Director Marketing & Communications :
- Carly Wengrover
- Executive Creative Director :
- Walt Connelly
- Associate Creative Director :
- Tom Madden
- Associate Creative Director :
- Morgan Hinds-Shorland
- Executive Producer / Associate Director of Production :
- Tina Lam
- Associate Integrated Producer :
- Tara Keith
- Director of Business Affairs :
- Thalia Tsouros
- Senior Business Affairs Manager :
- Anne-Camille Charpié
- Senior Talent Manager :
- Angela Iovelli
- Ex. Strategy Director :
- Yin Chung
- Ex. Strategy Director :
- Anthony Hamelle
- Strategy Director :
- Elliot Carter
- Senior Strategist :
- Gabriel Ornelas
- Strategist :
- Gina Kim
- Global Business Lead :
- Melissa Hill
- Business Director :
- Allie Lightcap
- Senior Business Manager :
- Surina Mehta
- Business Manager :
- Riyad Alam
- Production Company :
- MJZ
- Director :
- Nicolai Fuglsig
- President/Executive Producer :
- David Zander
- Executive Producer :
- Noah Goldsmith
- Producer :
- Karen O'Brien
- Director of Photography :
- Rodrigo Prieto
- Production Design :
- Jamie Vickers
- Stunt Coordinator :
- George Cottle
- Stunt Driver :
- Robert Nagle
- Wardrobe Stylist :
- Jennifer Johnson
- Production Manager :
- Daria Tarlow
- Production Coordinator :
- Jonathan Gilcrest
- Editor :
- CARTEL
- Managing Director :
- Lauren Bleiweiss
- Executive Producer :
- Evyn Bruce
- Editor :
- Adam Robinson
- Assistant :
- Nick Bruce
- Producer :
- Linden Carty
- VFX :
- Parliament
- VFX Supervisor :
- Phil Crowe
- Creative Lead :
- Jade Kim
- Creative Lead :
- Dan Fine
- Creative Lead :
- Sohee Lim
- Creative Lead :
- Seon Crawford
- Creative Lead :
- Gerard Andal
- Creative Lead :
- Kyle Andal
- Creative Lead :
- Lenz Kol
- Creative Lead :
- Navid Sanati
- Creative Lead :
- Taner Besen
- Creative Lead :
- James Cudahy
- Creative Lead :
- Grant Connor
- Creative Lead :
- Dan Adams
- Creative Lead :
- Dhruv Shankar
- Creative Lead :
- John McIntosh
- Creative Lead :
- James Clyne
- Production Team :
- Lexi Stearn
- Production Team :
- Anna Kravtsov
- Production Team :
- Kate Matos
- Music :
- Walker
- Managing Director :
- Sara Matarazzo
- Senior Producer :
- Dottie Scharr
- Senior Producer :
- Neha Ewell
- Associate Producer :
- Samantha Zirin
- Business Affairs Manager :
- Deanna Romine
- Mix :
- Q Department
- Color :
- Company 3
- Colorist :
- Tim Masick
- Head of Production :
- Kevin Breheny
- Producer :
- Ryan Moncrief
- Color Assistant :
- Stephen Winterhalter
- Color Assistant :
- Quinn Wright
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