NCAA Mascots Raid the Refrigerator in LG’s New Campaign

Spots from 72andSunny show off appliances' innovations

Mascots get hungry too.

LG is showing off its new technologies, and how they fit into our busy lives, in a new campaign launching during March Madness.

The campaign, “Life’s Not Perfect. Life’s Good,” from 72andSunny, showcases LG appliances, including the SideKick pedestal washer and the InstaView door-in-door refrigerator.

It includes eight TV spots, the first two of which will run during the NCAA Final Four tournament and feature college mascots including Michigan State’s Spartan, University of Kentucky’s Wildcat, Oregon State’s Benny Beaver and University of Colorado’s Ralphie the Buffalo.

The mascots knock on the refrigerator door to check out what’s inside, with food appropriate to each mascot (the Beaver’s refrigerator is stocked with hunks of wood, while the Spartan’s is filled with protein shakes, for instance).

“Authenticity, and recognizing that life’s not perfect, is at the heart of our brand promise,” said David VanderWaal, vp of marketing at LG Electronics USA.

“We coupled that with the passion points of where our consumer lives, and entertainment, sport and culture are all things they’re invested in.”

On March 7, LG hosted a “Knock for Beats” activation in New York that showed off the InstaView refrigerator’s features. LG recreated covers of pop songs using the “knock knock” beat that happens when you knock on the door of the refrigerator.

“It’s a unique opportunity for us to showcase our products,” said Peggy Ang, senior director of brand marketing for home appliances at LG. “We’re entertaining our customers in a new and disruptive way.”