Life’s Good. While it might seem coincidental that this short and sweet phrase shares the same initials with LG Electronics, it vividly expresses the optimistic spirit of the LG brand. The phrase, which naturally comes to mind when thinking of LG, has been around for 25 years already. While much has changed in our lives during this time, the philosophy of embracing challenges with optimism encapsulated in Life’s Good remains as relevant as ever.
It all began in 1998 in Australia, when LG was a relatively unknown brand in the market. To elevate LG from a newcomer to a premium brand and convey the bright and positive values of LG, the slogan Life’s Good was crafted. This slogan not only effectively communicated LG’s brand direction in a simple and intuitive way, but also captivated people worldwide, solidifying itself as a promise and philosophy of the LG brand, not just in Australia but across the globe.
Yet, the story goes back even further. LG has been fulfilling the promise of Life’s Good, making people’s lives better through innovation, long before. Since 1958, LG has been producing top-quality products such as TVs, computers, washing machines, and refrigerators. These aren’t just appliances; they’re integral parts of our lives, making everyday moments from sharing a meal with loved ones to embarking on new adventures feel undeniably good.
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At a time when Brave Optimism is needed more than ever, 2024.
Turn back the clock to 2024. Now, the power of optimism that has sustained us holds even greater significance than ever. Amid the swiftly changing international landscape and the low-growth trend after COVID-19, maintaining an optimistic attitude without any effort is far from easy. That’s why LG, a company that has quietly accompanied us in our lives for a long time, breaks its silence to convey the bold and progressive message of Life’s Good for everyone once again.
LG encourages us to embrace the attitude of Life’s Good and become “brave optimists” who reclaim this mindset for ourselves, underscoring the need to boldly confront challenging realities. LG asserts that only those who bravely maintain optimism and believe that life can become better even in tough times will move forward and enjoy a better life. This message is not a hasty proposition that life is simply good, nor is it an empty assurance that everything will be fine. Instead, it aims to convey a message that combines sincerity about life with a commitment to optimism, sharing LG’s confidence and proactive belief engraved in its DNA: We can make our lives better.
In line with this, LG has launched a brand-new global campaign called Life’s Good to showcase a dynamic brand identity fitting for the new era. The campaign propagates the message of “A Better Life with Optimism,” offering a rallying message to all of us facing challenging times to become brave optimists together. It marks the first global campaign that carries a message of encouragement and inspiration.
Nicolai Fuglsig, Life’s Good When You Dive in Smile First
To effectively convey the essence of Brave Optimism, LG unveiled a brand film titled Life’s Good When You Dive in Smile First, created in collaboration with Danish filmmaker and advertising director, Nicolai Fuglsig. Shot in a single take for 90 seconds, the film begins with a middle-aged man on a longboard, displaying an anxious expression. As the narration honestly acknowledges the difficulty of maintaining an optimistic attitude, the man gradually relaxes, breaking into a smile. The video intuitively conveys the message that life will start to get better if one is brave and optimistic enough to push through challenging and complicated issues, showing the man gliding gracefully over the asphalt, wearing a happy, confident smile on his face.
The authenticity of LG’s brand message resonates even more profoundly due to Nicolai Fuglsig, the director of the video, who embodies the spirit of Brave Optimism by boldly charting new paths. With a background in journalism, he transitioned to commercial filmmaking after working as a photojournalist and documentary director. His bold challenges paid off, capturing the attention of the global advertising industry and Hollywood, earning him prestigious awards such as the Emmy. During an interview, he shared the story of completing his debut feature film, 12 Soldiers, amidst countless opposition from his surroundings. Despite the overwhelming challenges, he firmly believed in himself and completed the project. His story serves as a testament to the power of Brave Optimism – without it, his current successful career would not have been possible.
Nicolai Fuglsig eloquently expresses the essence of his work: “I was drawn to the story of an everyday protagonist who bravely faces challenges with an optimistic attitude rather than just settling in. The film serves as a reminder of the importance of embracing and maintaining an optimistic perspective in life.” The underlying message of the film is that there is an optimist inside everyone; it’s merely a matter of deciding to embrace it. This is the reflection of the director’s personal experience with Brave Optimism which perfectly embodies the spirit of Life’s Good. Nicolai, also a longboard enthusiast, personally showcased his longboarding skills on set, surprising all staff.
LG brand film, Life’s Good When You Dive in Smile First, which skillfully explores the importance of optimism and the courage needed for it, quickly garnered over 60 million views on YouTube within four weeks of its release and surpassed 400 million views on Instagram within the same period. Viewer responses such as, “I was so immersed in the ad that I couldn’t press the stop button,” and, “It’s the best ad I’ve seen recently, delivering an emotional and deep impact,” demonstrate how LG’s message of Brave Optimism is deeply resonating with audiences worldwide.
Brave Gen Z Optimists with LG
In addition to director Nicolai Fuglsig’s brand film, LG has collaborated with three Generation Z “brave optimists” – Willow Smith, Cody Simpson, and Jenny Park – to echo the message of Life’s Good worldwide. Despite their different backgrounds and pursuits, these three influencers have a commonality: they boldly stepped out of their comfort zones and embraced new challenges. In the lives of these daring optimists who inspire and move us deeply, we can also find LG.
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Willow Smith: Embracing her own path with LG Boom Speaker
For Willow Smith, leading a good life means being true to oneself. Influenced by her father, rapper and actor Will Smith, she began her career as a hip-hop/R&B artist at a young age. However, she embarked on a bold challenge in the 2020s, transitioning to rock music, a drastic departure from her previous genre. Considering her existing status as a genre artist, becoming an unconventional black female rocker was a very bold choice. Undeterred by others’ opinions, she chose her path and ultimately succeeded in evolving as a rock artist, opening up a new door in her career.
That’s why Willow Smith recognizes the “evolution” brought about by LG’s Brave Optimism. LG’s ability to release home appliances that no one else has ever seen before stems not only from maintaining optimistic confidence in a rapidly changing industry, but also from taking risks, daring challenges, and embracing evolution. That’s why she appreciates LG’s approach and enjoys the essence of this evolution anytime, anywhere with LG Boom Speaker and LG Tone Free Fit.
Cody Simpson: Relentless Pursuit of Challenges with LG Tone Free Fit and LG Gram
For multi-hyphenate singer Cody Simpson, leading a fulfilled life means going after his goals no matter the obstacle. His life has indeed been a series of bold challenges. He debuted as a singer at the age of 13 after his cover songs on YouTube gained popularity during his swimming career. Often referred to as the “next Justin Bieber,” he garnered significant attention. Over the past decade, he evolved into a singer-songwriter as well as experimenting with acting. However, he didn’t settle there; he embarked on a new challenge. He is currently training to return to his pre-singer self, aiming to qualify as a member of the Australian national swim team for the Paris Olympics this year.
In his pursuit of a life filled with continuous challenges, Cody Simpson finds LG’s philosophy of overcoming limitations with an optimistic attitude incredibly appealing. As a brave optimist who ventures into various fields, he appreciates LG products that perfectly support his active lifestyle, such as the LG Gram and LG Tone Free Fit, easy to carry around during frequent external activities like swimming practice, along with the portable TV, LG StandbyME. Particularly, the LG Gram’s lightweight design, coupled with its outstanding performance and durability, proves to be immensely helpful for Cody Simpson in capturing his musical ideas and inspiration, as well as pursuing his artistic endeavors wherever he goes.
Jenny Park: LG Styler in a Life of Self-Exploration
To Jenny Park, a good life means a self-explored journey. At the age of 17, this Nigerian-Korean model embraced an optimistic attitude, never losing faith even after facing numerous rejections in auditions. Instead of settling for conventional paths, she utilized social media to showcase her unique charm, proactively proposing ideas to companies, and paving her own way to success. Her attitude of “I create my own life” eventually turned every path she walked into a runway, allowing her to become a representative model for teenagers, appearing in fashion campaigns and magazines.
Jenny Park sees herself reflected in LG’s bold pioneering spirit. The LG StandbyME she uses personally is a groundbreaking product, exploring the unimagined territory of portable TVs that other home appliance manufacturers never ventured into. Furthermore, LG Styler, which accompanies her in the moments of styling that bring her the greatest joy in her daily life, is the first-ever product in the clothing care machine market. This exemplifies LG’s DNA of optimism, and its courageous endeavors continue to create numerous Life’s Good moments in our everyday lives.
LG Electronics has been talking about “Life’s Good” for a long time. This optimism is deeply rooted in LG’s DNA, and we continue to innovate with an optimistic outlook on life and bold challenges, creating numerous “Life’s Good” moments in our everyday lives. That’s why we’re excited to see how LG Electronics will continue to share its message of bold optimism with the world across multiple customer touchpoints.
