72andSunny launched a March Madness-themed effort for LG, promoting the brand’s Instaview Door-in-Door Refrigerators with the 30-second “Mascots Knock.”
The spot features a slew of NCAA mascots, all showing off the product’s key selling feature. Each mascot knocks twice on the refrigerator to reveal a fridge stocked with items to match. We’re not sure, by the way, why Oregon State’s Benny Beaver feels the need to refrigerate his wood.
The spot ends with the line “Life’s not perfect,” followed by LG’s “Life’s good” tagline.
“Authenticity, and recognizing that life’s not perfect, is at the heart of our brand promise,” LG Electronics vice president, marketing David VanderWaal told Adweek. “We coupled that with the passion points of where our consumer lives, and entertainment, sport and culture are all things they’re invested in.”
The spot follows a “Knock for Beats” interactive music event the brand hosted in New York on March 7, which featured covers of popular songs with featuring a beat provided by the sound of knocking on a refrigerator.