MML unveils benefit of LG's technology in new Direct Drive ad

Mustoe Merriman Levy uses animated technical drawings in a new television campaign to illustrate the unique design behind LG Electronics' Direct Drive washing machine.

The ads will run for four weeks from this week. Media is planned and bought by John Ayling & Associates and will have an ITV-led exposure strategy.

The creative focuses on LG's patented technological advances, which reduce vibration and noise due to the use of a motor system that directly powers the drum. Previously, washing machines ran using a belt and pulley system which are prone to breakdowns and problems, according to MML.

The 30-second ad shows washing machine design throughout the ages, illustrating that although they have changed significantly on the outside, the inside mechanism had been the same until the advent of this technology. A supporting ten-second ad demonstrates how stable and quiet the machine is by showing a 20 pence coin balancing on the edge during a spin cycle at 1400 rpm.

The MML account director, Sophie Clark, said: "We felt it was important to focus on the truly revolutionary technology and claim it for LG."

The ad was written by Jonathan Crawford, art directed by Costanza Rossi and directed by Marc Craste at Studio AKA.

She added that the company was currently selling the patent to several rivals, who would be advertising their products within a few years. "It was crucial to associate LG with the technology it invented," she said.

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