For those unfamiliar with the campaign, LG has created a fictional…well…fictional character named Scarlet – a red eyed super-something (hero? cop? spy? cyborg? vampire? siren? model?) The ads feature fictional promotions for the fictional TV show for the fictional character and end with a blink-and-you-miss-it oblique reference to flat screen TVs.
Every time I come across this campaign, I find myself plagued with questions: What is it? Why is it? and Do I like it? And, strangely, the answer on all three counts is: I’m not sure.
I can’t help but think that if people who do this sort of thing for a living can’t figure it out, there is no way consumers are coming along on this journey down the rabbit hole.
Is this a sign of abstraction in brand communications to come? Or did they forget to take that left at ambiguity?
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.