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.