Skip to Contents

Skip to Accessibility Help

Press Release



Multi-Million Dollar Initiative Targets Fashion Trendsetters

Multi-Million Dollar Initiative Targets Fashion Trendsetters

SAN DIEGO, August 31, 2004  Building on its reputation for making stylish, functional mobile phones that enable consumers to express themselves in a variety of creative ways, LG Mobile Phones today announced the launch of its largest advertising push since its U.S. market debut in'98. With advertising in motion picture screenings and major national and regional print media outlets already underway, the campaign will also be seen by millions of television viewers beginning this fall. The campaign was created by LG's agency of record, BrandBuzz.

Featuring images of trendy, fashionable young adults saturated in LGs trademark red hue, LG print ads can be seen in publications including Cargo, Lucky, Entertainment Weekly, Premiere and Rolling Stone. The campaign can also be seen in movie theaters nationwide, where it began running with the cinema premiere of the blockbuster motion picture Spiderman II.

Beginning this fall, the stylish LG ads will also be seen in New York and Los Angeles during prime-time television, on such networks as Comedy Central, Fox, MTV, NBC and the WB. Key programs during which the spots will run include American Idol, the MTV Video Music Awards, Smallville, Survivor and That 70's Show.

The campaign, which is primarily targeted at consumers 18-24, accentuates the intrinsic style of LGs trademark sleek, clamshell phones, positioning them as fashion accessories and essential elements of the latest fashion trends. Self-expression is also a major theme of the campaign, which emphasizes such innovative features as video recording and playback, bold styling and high-quality design.

LG has always made high quality, feature-packed mobile phones that also lead the pack in terms of styling, said Jonathan Maron, director of marketing for LG Mobile Phones. That hasnt changed. Increasingly, were finding that consumers regard their LG phones as extensions of their own style and taste, and we have heavily incorporated that theme into our campaign.

About LG Electronics
LG Electronics, Inc. (066570KS) was established in'58 as the pioneer in the Korean consumer electronics market. The company is a major global force in electronics and information and communications products with more than 64,000 employees working in 76 overseas subsidiaries and marketing units around the world. With annual total revenues of more than US $16.9 billion (non-consolidated), LG Electronics comprises three main business companies: Digital Display & Media, Digital Appliance, and Telecommunication Equipment & Handset.

The LG Telecommunication Equipment & Handset Company provides total solutions ranging from wired and wireless handsets to telecommunication equipment. The company is a leader in the innovation and development of cutting-edge technologies in next-generation wireless telecommunications and is steadily expanding its global market share in 3G (WCDMA / cdma2000) wireless systems.

LG Electronics goal is to enable the intelligent networking of digital products that will make consumers lives better than ever. For more information, please visit

About BrandBuzz
BrandBuzz, a stand-alone division of Young & Rubicam Brands, is a fully integrated agency targeting challenger brands. Clients include Cadbury Schweppes/Americas Beverages (Sunkist, Diet Rite, Schweppes), Absolut Spirits Company (Danzka, Plymouth Gin), Del Monte and LG.


Melissa Elkins
Public Relations Manager, LG

Alex Clark
Ogilvy Public Relations for LG Mobile Phones