Hill Holliday Channels West Side Story for LG

By Erik Oster 

Hill Holliday launched a new campaign for the new LG Twin Wash built around a 60-second spot featuring a choreographed fight scene paying homage to West Side Story.

Only, replacing the Sharks and Jets are two very different types of rivals: delicates and regulars. As in, the clothes themselves, free of any human contact. The garments dance and fight, and oh yeah, finger snap, through the streets before collapsing in a pile. “Since the beginning, delicates and regulars have never gotten along,” explains the voiceover. As the pile shifts to a laundry room with a woman placing it in the new LG Twin Wash, it continues, “But now, with the new LG TwinWash, they can live peacefully separate, but washed at the same time,” thanks to the unit’s dual compartments. The debuted Sunday during the Golden Globes, appropriate enough for an ad based around a movie homage. There was also a live-action recreation of the spot’s action on Broadway with 16-foot-tall-puppets a couple of weeks ago, staged by Broadway choreographer Joshua Bergass and Jim Henson Workshop puppeteer Michael Schupbach.

“The TwinWash is a very big launch for LG, so the spot needed to feel equally as big,” Hill Holliday group creative director Kevin Daley told AdFreak. “We also wanted a story that could resonate globally. While it may feel very different from the rest of the category, at the heart of the spot is a simple product demonstration, and for that reason the client was able to really get behind it.”

Hill Holiday worked with production company MJZ, with effects from Home VFX and Digital Domain, to bring its idea for the brand to life, which wasn’t an easy task. The action took four months to capture and included motion-capture footage of dancers and martial artists and a 3D scan of a New York alley. For more on the creation of the spot, check out the behind-the-scenes footage below.

“There were many stages in the process where we were asking our client to take a leap of faith and trust us,” Daley said. 

Client: LG
Vice President of Marketing, LG Electronics U.S.: David VanderWaal
Director, Brand Marketing & Communications, LG Electronics U.S.: Angela Smith
Agency: Hill Holliday
Chief Creative Officer: Lance Jensen
Group Creative Director: Kevin Daley
Creative Director: Rick McHugh
Agency Executive Producer: Paul Shannon
Agency Assistant Producer: Jill Wyman
Account Team: Kerry Benson, Scott Adler, Jacqueline Doherty
Planner: Baysie Wightman
Production Company: MJZ
Executive Producer: Kate Leahy
Producer: Nathaniel Greene
Director: Carl Erik Rinsch
Cinematographer: Cory Geryak
Line Producer: Nathaniel Greene
Steadicam Operator: Ross Coscia
Digital Production Company: Home VFX with Digital Domain, Alt VFX, + Framestore LA
Digital Effects Supervisor: Eric Barba
Edit House: Stitch Editorial
Editor: Dan Swietlik
Music/Sound Design House: SOUTH Music & Sound Design
Music Producer: Ann Haugen
Post Production: Home VFX with Digital Domain, Alt VFX, + Framestore LA
Executive Post Producer: Nathaniel Greene
Post Producer: Elizabeth Knovick
VFX Company: Home VFX
Product CG Company: Alt VFX