MMHL TV campaign to position LG Electronics as market leader

Mustoe Merriman Herring Levy airs its first TV work for white goods

company LG Electronics this week with a spot for its Direct Drive

Intellowasher washing machine.

The campaign highlights technology developed by LG that means the

machine has reduced vibration and noise. The TV spot opens on a shot of

the washing machine spinning at top speed so quietly that only a low hum

can be heard.

A 20p coin is balanced on the top, and stays there throughout the spot

while the voiceover asks: "Does it vibrate less than your old machine?

We'd put money on it."

The TV commercial for the machine is backed by a direct response

campaign, through MX Communications, in the national press and consumer

leaflet drop in an attempt to propel the company into the forefront of

the consumer electronics market.

The company has also been boosting its profile through sports

sponsorship deals with Leicester City FC, the BT Global Yacht Challenge

and the Snooker Grand Prix. MMHL won the creative account earlier this


MMHL's account director, Sophie Clark, said: "LG Electronics is an

exciting company with a fantastic range of innovative products, but they

don't have a presence to match that in the UK. The confident and

market-leading tone of the campaign reflects the position the company

wants to continue to build in the UK."

The ad was written by Kevin Baldwin, art directed by Mick Brigdale and

directed by Vadim Jean through The Mob. Photography is by Tim


Media is through John Ayling & Associates.