Ad of the Day: Mom’s Inner Voice Is Funny, Dark and Full of Regrets in LG Campaign

Entertainingly cynical appliance spots from Hill Holliday

Emotional isolation. A loveless marriage. The gnawing regrets of adulthood. Welcome to the surprisingly dark and awkwardly humorous "Mom Confessions" ad campaign for LG appliances.

At first, these four spots from Hill Holliday seem like pretty standard daytime TV fare: A mom waxes light and cheeky on her favorite dish washer, refrigerator, washing machine and oven. But taken together, they paint a rather bleak portrait, like a cross between FX's Louie and Ibsen's Hedda Gabler.

In one, she praises the speed of her LG washing machine before quickly noting: "My husband's fast. Too fast. I do not like that." Then, when he arrives home for an unscheduled nooner, she looks like she'd rather climb inside the washing machine and cotton-cycle herself into the great hereafter.

"I used to be hot," the mom muses in another spot, about an oven. "In college. Before kids. I was hot. All the boys wanted me. Look at all those cookies packed in there. I did that. I'm still hot."

The voiceover is provided by Leslie Mann, perhaps best known for playing the similarly world-weary mom, Debbie, in Knocked Up and This Is 40. 

Each ad is cynical almost to the point of satire. And that's a good thing, because without that edge, we're left with another fake family living in a fake world of fake happiness. Instead, LG gives a welcome nod to the fact that ennui is a pretty standard aspect of domestic life.

Of course, none of this dark and jaded introspection is mentioned in the press release, where LG says the campaign "celebrates the everyday moments and inner dialogue that we believe all moms can relate to."

For better or worse, that's probably true.

CREDITS

Client: LG Electronics

Senior Manager, Brand Communications: Angela Smith

Agency: Hill Holliday, Boston

Chief Creative Officer: Lance Jensen

Executive Creative Director: Joe Fallon

Group Creative Director:

Creative Director: Mary Rich

Associate Creative Director:

Copywriter: Joe Fallon / Justin Galvin / Scott Noble / Ben Huser

Art Director: Mary Rich / Fernando Pina

Designer: Marcio Lima

Animator: Marcio Lima / Scott Woolwine

Illustrator: Marcio Lima

Agency Producer: Paul Shannon, Katelyn Kennedy

Account Team: Kerry Benson, Scott Adler, Lizzy Jenkins

Project Manager: Kaitlyn Blanchette

Planner: Baysie Wightman

Social Media Director: Mike Proulx

Social Media Strategist: Kelsey Graham

Production Company: Station Film

Executive Producer: Thomas Rossano

Managing Partner: Stephen Orent

Director: Brendan Gibbons

Cinematographer: Matthew Woolf

Line Producer: Kate Sutherland

Production Designer: Joe Cooney

Still Photographer: Francesco Lagnese

Digital Director: John Running

Digital Developer: Rob Erskine/ Michael Walton

Digital Tech Lead: Steve Callan

Experience Architect: Maggie Foley

Quality Assurance Specialist: Chris Martin

Interactive Producer: Kaitlyn Blanchette

Edit House: Whitehouse Post

Editor: Adam Robinson

Music House: HiFi

Music Producer: Jack Bradley

Sound Design Company: Soundtrack

Sound Engineer: Mike Secher

Post Production-VFX Company: Brickyard VFX

Flame Artist: Dave Waller

Executive Post Producer: Amy Appleton

Post Production- Color Correct/Telecine: Company 3 / Tim Masick

Art Buyer: Kate Geskos