LG Electronics Launches Times Square Campaign

The brand heritage video "Life asks, LG answers" is being shown on an outdoor electronic billboard in Times Square, New York, the United States. (Provided by LG Electronics) LG Electronics has launched a large-scale brand campaign to showcase to the global market its journey of home appliance innovation since its founding in 1958 and its vision for the future. The theme of the video is set as "Life asks, LG answers." Through the campaign, LG Electronics delivers as its core message the "Zero Labor Home," the direction of its home appliance business aimed at dramatically reducing the burden of housework so that customers can focus on more valuable activities at home. The video begins by introducing representative examples of home appliance innovation that LG Electronics has unveiled to resolve everyday inconveniences. A leading example is the "LG TwinWash," which combines the "MiniWash," a small top-load washing machine, beneath a drum washer. The video also features the "Magic Space" function, which allows users to take out frequently used food items without opening the entire refrigerator door. The company also highlighted its core component technologies that support product performance. The "Inverter DD Motor," which maximizes driving efficiency by directly connecting the washing tub and motor, was among the video’s main featured technologies. This suggests that the driving force behind LG Electronics’ ability to secure an edge in the home appliance market has been technological innovation at the component level. In the latter part of the video, LG Electronics presents its future blueprint of expanding innovation into so-called "physical AI" fields, including the AI home and home robots. In effect, the company has formally declared on the global stage its intention to move beyond being a simple home appliance manufacturer and leap forward as an intelligent life solution company. This brand heritage video was produced with a total running time of 160 seconds and will also be used in a 30-second edited version depending on the characteristics of the screening medium. Starting with New York’s Times Square, LG Electronics plans to roll out the video sequentially on electronic billboards in Piccadilly Circus in London, the United Kingdom, and on major online video service (OTT) platforms.