Life’s Good when you dive in smile first
about the strategy
There are fewer optimists today than there were 4 years ago. Before the pandemic, globally optimists outnumbered pessimists 5:1. In 2023 it dropped to 3:1 (Global Web Index / TBWA research 2023). As a brand that believes ‘Life’s Good’, LG wanted to declare it’s optimism to the world and fight against the growing tide of pessimism in the world. In this campaign, LG told the world that ‘Life’s Good’ meant choosing to believe in the power of optimism.
To be optimistic is to make a choice to believe in making life what you want. No matter what the world might say, you can choose to see the world half-full and dive in smile-first. That’s when the magic happens.
About the film
This film tells the story of one man as he takes a jump of optimism to conquer something nobody would expect him to, not even himself. We follow our protagonist in a single elegant shot, watching his emotional journey develop from nervous to completely free and full of renewed hope and optimism. All to show that whilst optimism is a hard thing to choose, but when you do you’ll see why Life’s Good.
“LG’s message is about choosing that kind of optimism when times are hard—a message of warmth in the often-cold consumer electronics category.”
“As LG transforms its business, it is changing the way it communicates with customers and stakeholders through its recent brand reinvention, ensuring the values and philosophy of Life’s Good are delivered at every touchpoint across the customer experience.”
“[This ad is a] beautifully made 90-second film for LG... In a way, the whole production feels Nike “Jogger”-esque, with its single shot of an individual challenging himself to be better and a voiceover connecting that to a larger human truth. Simple and iconic.”
results
95m views on YouTube
Average VTR of 40%
Meta platforms
15m Views of full Manifesto film
433m views of Instagram Reel cutdown
885M Total Impression
1.1M Social Actions
Positive Brand Lift
Behind the scenes
“When LG and TBWA\Chiat\Day New York came to me with the idea of sharing the meaning behind LG’s ‘Life’s Good’ philosophy through the lens of choosing optimism, I was immediately drawn to the project. I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges, big or small. Personally, it’s a powerful reminder not to get bogged down by negativity and to embrace life to its fullest.”