LG Taps Sam Smith and The Weeknd for V20 Sound Campaign in Korea

Korea is well known for its finely-tuned domestic entertainment industry where foreign stars of only the highest magnitude shine bright enough to shimmer beneath the blazing light of KPop.

It makes sense then that both domestic and foreign brands looking to appeal to Korean consumers most often turn to Korean star power to front their brand campaigns on screens and billboards in the local market.

South Korean-based LG Electronics usually goes that route as well, but with the launch of the new V20 the company tapped global stars Sam Smith, from the UK, and Canadian-born, Abel Tesfaye, better known as “The Weeknd,” to promote the V20 as being the first smartphone to feature the 32-bit Hi-Fi Quad DAC (digital to analog converter) which, according to LG is capable of “bringing a superior audio experience to mobile for the very first time.”


The Ads

The two spots themselves are straightforward enough, both unfolding on a similar story line. They open with each singer belting a tune, however, something’s not quite right. The sounds is dull and lacking any cadence. (Viewing it on a laptop, we actually found ourselves ready to reach for the equalizer to give it some treble.) And then, suddenly, the sound booms.

Check ’em out for yourself, you can’t go wrong with either of these two guys.


Perhaps there is a bit of savvy work at play by the LG marketing team, as later on each of these spots can quite easily be used in global markets with a simple change in the text and the narration.



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