LG Connects in More Ways Than One

LOS ANGELES LG Electronics MobileComm USA this week breaks an integrated campaign to show how its cell phones fit into consumers’ lives.

The effort, “Six Degrees,” developed in partnership by LG and BrandBuzz, New York, involves television, print, in-theater and Internet. Campaign spending was not given. LG spent about $35 million in U.S. media in 2004, per Nielsen Monitor-Plus.

The campaign launches with in-theater spots and print ads in periodicals such as ESPN the Magazine, Entertainment Weekly, Jane, Maxim, Premiere, Rolling Stone and Us. TV will break this fall on network and cable.

Creative shows images of young adults using LG phones in “both traditional and innovative ways,” such as listening to music, text messaging and using the Internet, in addition to making calls.

—Brandweek staff report