Life’s Good

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BRAND : LG Dynamite
AGENCY : Lowe
BASELINE : Life’s Good

DESCRIPTION: There’s a party on in full swing; the spotlight is trained on one particularly dishy guy, who is talking on his cell phone. Conversation over, the hunk places his cell phone on the table. As everybody raises a toast, suddenly there’s an explosion & the floor (below the table) rips open under the impact of phone. The handset falls into a kitchen on the floor below. A chef places the LG Dynamite cell phone on a tray and serves it right back to the hunk.

4Ps TAKE: This one is a clarion call by LG to showcase its newly-launched Dynamite series, ‘heavily loaded’ with features to attract the ‘young’ target audience: Video caller ID, call recording, FM and more. The entire setting (party, clothes, music) is focussed on the ‘aspirational’ youth segment. Clear positioning and a visible brand personality. Just hope LG manages to up its market share vis-a-vis competitors, with this ‘dynamite’.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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