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.