W+K London Crafts Horror Parody for LG

W+K London teamed up with production company MJZ and The Thing director Matthijs van Heijningen to craft a horror parody promoting the LG’s G4, with an appearance by Jackson, the purple puppet from mobile carrier Three’s recent campaign.

While many brands and agencies needlessly stretch ads into long “brand films,” W+K London actually makes good use of the extra time in this effort for LG and Three, which clocks in at over five minutes. The ad sees Jackson and his best friend Steve testing the new LG G4 deep in the woods, in a parody of The Blair Witch Project. What makes it works so well is how it manages to mix in product endorsement highlighting specific features into an entertaining video poking fun at horror films, with the humor largely coming at Steve’s expense. For example, Jackson at one point informs viewers that the G4’s battery can be replaced with a spare when it’s running low…but then he can’t find the spare battery. It’s a great example of how to use the larger timeframe allowed by the online format, offering viewers enough entertainment to actually sit through its duration. Hopefully other agencies are taking notes.