Korea heartthrob stars in LG Optimus One 'Be an instant expert' campaign

The campaign, titled ‘Be an instant expert’ comprises of five different versions including Chase, Spider, Puffer fish, Speech and Hostage. 

The creative, based on LG’s ‘power of information’, was shot in Prague and directed by Rob Pritts.

The commercials focus on the features of the Optimus One handset, which is based on Google’s Android 2.2 platform, including Google Search, Google Voice Search, Google Maps and Google Shopper.

“The technical specs in smartphones can often be complicated and alien to a lay person. ‘Being an instant expert’ was our answer in representing a tangible benefit through the power of information. Showing the LG Optimus One in action in some far out situations, we are merely implying ‘Not that you would, but you certainly could,” said BBH’s ECD Johnny Tan.

Sean Yoo, marketing director of LG Electronics Mobile Communications, added that the campaign hopes to drawn in first-time smartphone users.

‘Be an instant expert’ is the third smartphone campaign by BBH China for LG. LG China has been a client since 2008.

The first ad ‘Chase’ has already been released. The regional campaign is driven from China.

Credits:
Project Be an instant expert
Client LG
Creative agency BBH China
Creative director Johnny Tan
Copywriter Craig Howie
Creative team Ed Tsue
Account servicing Joanne Liu, Finnian O’neill, Ryan Law
Producers Krystie Koh, Bettina Feng
Print producer Michelle Tan
Print photographer Olaf Blecker
Production company Backyard, LA / Gravity Films
Director Rob Pritts
Post-production company BlackMagic Singapore
Exposure Television