South Korea’s LG Electronics has launched its 2026 Life’s Good campaign via TBWA under the message “Free up your mind,” exploring how LG AI can help reduce the mental load of everyday life.
According to LG survey findings, people spend nearly a quarter of the year burdened by mental load, the equivalent of 87 days a year. Mental load is described as the invisible burden of constant information, countless micro-decisions and everyday demands that, for many people, follows them home and occupies their minds during moments of rest and recharge.
“As technology becomes part of everyday life, it should quietly help people reclaim their time and attention to enrich their lives,” said Kim Hyo-eun, Head of Brand Management Division, LG Electronics.
“Now in its fourth year, the Life’s Good campaign continues to showcase how innovation makes Life’s Good and brings the brand promise to life.”
The 2026 campaign builds on previous campaign films ‘We Don’t Make Life Good, You Do’ (2024) and ‘Less Artificial. More Human’ (2025), and centers on the growing mental load of modern life and making room for what makes life good. This year marks the fourth year of the Life’s Good campaign.
The campaign’s hero film follows a family stepping away from the mental load of everyday life for one evening. The film captures small but meaningful moments crowded out by everyday demands, from spontaneous conversations and shared meals to the simple pleasure of being fully present.
The campaign’s message continues through product-focused films featuring LG WashTower, LG Styler, LG OLED and LG DUALCOOL, which show how the products can help reduce everyday mental load by taking care of routine demands.
As part of the campaign, LG also offers an interactive experience designed to help people better understand their own mental load. By answering a set of questions, people can reflect on how much mental load they carry and what contributes to it.
Survey Findings
Survey findings show that, on average, people experience 27 mental load interruptions during their waking hours.
“Through my research on high-functioning depression, I’ve found that the constant weight of unshared domestic tasks is a silent trigger for emotional exhaustion,” said Dr. Judith Joseph, board-certified psychiatrist and 2026 TIME100 Creator.
“LG’s focus on reducing mental load targets the root of this modern crisis. True well-being in the AI era means easing these invisible burdens with intelligent technology, freeing up the psychological capital required to reclaim joy, spontaneity and human connection.”
More than half (51 percent) of respondents said mental load stops them from sleeping well, while nearly half (49 percent) said it impacts their physical health.
When asked what they would do if that weight were lifted, respondents did not point to greater productivity or achievement. Instead, they spoke about getting lost in a book, spending unplanned time with loved ones and enjoying moments free from everyday responsibilities.
According to the survey, unpaid responsibilities at home contribute more to mental load than paid work. Nearly three in four (73 percent) of respondents believe the right household technology could help reduce their mental load, with the strongest demand for solutions that proactively handle routine tasks without requiring constant attention.
The survey was conducted by Focaldata from April 24–28, 2026, among 3,165 respondents aged 18–64 across the US, UK, and Australia, with a minimum of 1,000 respondents per market. The sample was nationally representative by age, gender, and region.
