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

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

Brand Marketing

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

David Griner

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David Griner