Lives of Quiet Disappointment

Lives of Quiet Disappointment

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The ads discussed in the original review are no longer available.  Smart move on LG’s part.  This and other LG replacement commercials do a better job of demonstrating LG product advantages.  The ad still shares the protagonist’s internal dialogue with viewers but the new internal dialogue is mildly amusing making the protagonist someone viewers might identify with.  The internal dialogue in the earlier versions made the women seem to be leading lives of quiet desperation.

Original Review

These ads and the other ads in the series give the LG brand visibility, but they should do more.  These ads should show potential buyers how they can get something they want by buying LG.  Of course, the ads don’t have to be literal explanations of the reward of buying LG.  And, in this case, they certainly are not.  Little is said about the products beyond what one might reasonably expect from any appliance.

These ads and the other ads in the series give the LG brand visibility, but they should do more.  These ads should show potential buyers how they can get something they want by buying LG.  Of course, the ads don’t have to be literal explanations of the reward of buying LG.  And, in this case, they certainly are not.  Little is said about the products beyond what one might reasonably expect from any appliance.

Rather than literal explanations, the ads could imply the reward of buying LG by the stories the ads tell about LG buyers.

But the stories in these ads tell viewers that LG believes that women who use its appliances live lives of quiet desperation– or, at least, quiet disappointment.  What does that imply about LG appliances?  Not much.

Viewers hear the featured woman’s internal dialogue, which connects an appliance fact with the woman’s life and, ideally, shows how well LG understands women. The internal dialogue doesn’t work.

  • “That’s fast. My husband’s fast.  I don’t like that.”
  • “375, that’s hot. I used to be hot, in college, before kids.  All the boys wanted me.”

The connections are forced and LG is branded as a company that only pretends to understand.

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