Jason Statham Fights With Himself in Energy BBDO’s First LG Spot

By Patrick Coffee 

It’s not just Ridley Scott and Liam Neeson for LG.

BBDO recently picked up a global assignment to help promote the client’s upcoming G5 phone. AdAge’s Maureen Morrison got the scoop on both the win and the campaign, which launched today.

Chicago’s Energy BBDO is leading the effort, and it made the ad below starring Jason Statham, the world’s leading star of C-level action movies that you will only watch if you’re 12 years old or 12 beers in.


The campaign includes a new tagline and brand philosophy which reads, “Life’s Good When You Play More.” Hard to disagree with that, but Statham of all people knows that work is important too. Seriously, he’ll take anything. He’s far worse than Paul Giamatti.

Here’s “World of Play,” which is indeed quite playful.

We have to say we prefer the Statham-wearing-a-Statham-mask character and the baby, though every action star worth his salt needs to do a bit of the old cross-dressing.

The press release doesn’t quite explain why this phone is so much more fun than our iPhone 5, as it won’t improve our lame Twitter jokes or our hackish photography. But we hear there’s a “suite of plug ‘n play Friends” which seems to offer some sort of multimedia experience by allowing you to turn your phone into a jukebox or a camera with nice grips?

Statham himself offers this quote: “I think the concept that LG is putting forward with the G5 and its modular design is going to catch on with consumers. I enjoyed partnering with LG and working on this commercial, so I hope that shows through in the final piece.”

The company’s VP and head of marketing communications for mobile Chris Yie adds, “Since its unveiling at MWC, we’ve heard from many who say they’ve been waiting for a phone like the G5.”

You heard it here first! The ads will air around the world, and the campaign also includes digital and print elements set to launch next week.


Agency: Energy BBDO
Client: LG Electronics
Title: “World of Play”

Executive Creative Director: Sam Bergen
Creative Director/Copywriter: Miller Jones
Creative Director/Art Director: Aaron Pendleton
Director of Integrated Production: Rowley Samuel
Executive Producer: Matt Scoville
Director of Music: Daniel Kuypers

Director of Client Services: Trent Buterbaugh
Senior Group Account Director: Mark Skroch
Group Account Director: Betsy Kvam
Account Supervisor: Alfredo Lang
Strategy Director: David Murray
Planning Director: Jake Setlak

Production Company: MJZ
Director: Fredrik Bond
Director of Photography: Crille Forsberg
Executive Producer: Kate Leahy
Line Producer: Line Postmyr

Editorial Company: Marshall Street Editors / Union Editorial
Editor: Tim Thornton-Allan
Assistant Editor: Matthew Pochettino, Drew Johnson, Zach Kashkett
Producer – Union: Samantha Machado
President/Managing Partner – Union: Michael Raimondi

Post-Production Company: The Mill Chicago
Exec Producer: Andrew Sommerville
Producer: Erica Hilbert
Shoot Supervisors: Jay Bandlish, David Lawson, Sid Harrington-Odedra
2D Lead/ Creative Director: Jay Bandlish
3D Leads: Adam Carroll, Sid Harrington-Odedra
Colorist: Matthew Osborne

Sound Production: Another Country
Executive Producer: Tim Konn
Sounds Design: John Binder/ Peter Erazmus

Music Production: MAS – Music and Strategy
Music producer: Gabe McDonough
Artist: Busy Signal
Track: Everybody Move