LG Electronics said Thursday that it will run a 60-second spot during Super Bowl 50 on Feb. 7, 2016. This will be the brand's first time advertising during the Big Game.
The spot, advertising OLED TVs, will be directed by Jake Scott, whose Super Bowl pedigree includes Budweiser's "Puppy Love" and "Lost Dog" spots from the past two games. LG is also touting the involvement of Jake's father, Ridley Scott, whose production company RSA Films will produce.
LG declined to say which ad agency is also working on the ad.
UPDATE, Jan. 22: LG unveiled a short teaser, revealing that Liam Neeson will star as the "Man from the Future" in the spot. This will be the Irish actor's second straight Super Bowl, having also starred in a well-received spot for the mobile game Clash of Clans last year.
See the LG teaser here:
It's not clear how hands-on Ridley will be, with Jake directing. RSA has produced many Super Bowl ads over the years, though Ridley hasn't directed one himself since Apple's famous "1984." But LG is playing up what it calls "the expertise and creativity of this father and son collaboration"—and is featuring both men in its promotions around the spot.
"When I first saw OLED TVs, I was mesmerized by its staggering picture quality," Ridley Scott, whose recent work includes directing hit film The Martian, said in a statement.
"With '1984,' audiences were introduced to a technological advancement that promised to change everything," Jake Scott added. "I see a similar kind of disruption with LG OLED TV."
LG said the ad will announce a new product in the OLED TV line.
"We are extremely excited to work with Ridley and Jake Scott on the OLED TV Super Bowl commercial project. LG will continue to offer consumers the opportunity to witness OLED TV's abilities for perfect black levels and exceptional color representation, which come together to create a whole new viewing experience," said Lee Jeong-seok, vp and head of the marketing communication division for LG Electronics.