Celebrating The Smart Good Life: Serviceplan Hamburg Reveals Inaugural Pan-European Brand Campaign for LG Electronics

At the heart of light-hearted new campaign is a contemporary take on the hit ‘It’s a Hard-Knock Life’ from iconic musical Annie

Every innovation of LG has the power to change life for the better. That belief is the basis of LG’s message “Life’s Good”, and the brand’s motivation to kick off a pan-European brand campaign at a time when the good parts of life are returning. After an international pitch against major agencies from the UK and France in March 2021, Serviceplan Hamburg has unveiled a new pan-European brand campaign for LG European Marketing, LG Deutschland GmbH, LG UK, and LG France. Kicking off in the UK, France and Germany, the campaign will run from June until December 2021.

Titled “The Smart Good Life”, the campaign features TVCs in different lengths (60”, 30” and 20”) as well as digital and social media formats, produced by Tony Petersen Film GmbH and directed by Bastian Glaessner. The hero family starring in the campaign showcases the surprising and positive changes that consumers experience with LG’s innovations, by performing a completely new version of “It’s a Hard-Knock Life” reworked with the tag line “It’s a Smart Good Life.” After months of lockdowns all over Europe, it’s finally time to celebrate the good life again, with the positivity and lightheartedness that originates in the LG brand claim “Life’s Good.”

The campaign features a specially recorded version of ‘It’s a Hard-Knock Life’, the iconic theme tune from 1976 musical ‘Annie’. It’s designed to appeal to technology enthusiasts and smart home users, as well as aesthetic design lovers, while showcasing the LG brand’s ability to innovate the lives of customers via differentiated technology, such as OLED evo TV, InstaView refrigerators, TurboWash washing machines with Energy A, Gram laptops and TONE Free earbuds with noise cancelling.

This Europe-wide co-operation of experts from within the Serviceplan Group was able to deliver a multi-platform campaign that works in all major European markets according to: local language, cultural nuances, differences in brand perception, product emphasis, media and performance planning.