When it came occasion to plummet its original series of slimmer-than-slim LCD flatscreen TVs, LG Electronics opted to coyly come forward "Scarlet" as "a unusual TV series" from head David Nutter, whose credits contain "The Sopranos," "Smallville" and "Terminator: The Sarah Connor Chronicles," a substitute of pointing out curtain extent and pixel devotion to likely buyers. The big-budget advertising campaign, conceived by LG worldwide mark marketing vice president Kwan-Sup Lee and a band of advertising and marketing agencies, stars model-actress Natassia Malthe as the sexed-up, butt-kicking, red-eyed lady "Scarlet." There's no adduce of LG -- or even a pronounced concept of the TV itself -- in the advertising materials or commercials. "To be honest, the most baffling gismo for me on this effort was to bring myself and my bosses to really own this idea," says Lee.
"To squander wealth without letting people recollect about our brand is really, really risky, right? But that's the thought of this. We have need of a breakthrough impression to change the rules of the game." Risky, sure.
Isn't it also just steppe sneaky? "We're evidently tough to fool people, but it's done in a high jinks and engaging sort of way," says Tim Alessi, LG administrator of spin-off development and advertising. Billboards for "Scarlet" began popping up in cities peer Paris, Los Angeles and Singapore about a month ago while commercials and online ads began appearing on sites as if Gawker, Variety and E! Online as inappropriate as two weeks ago. They all led viewers to ScarletSeries.tv, a instal that features a high-impact movie-like trailer.
LG officially announced Scarlet's unanimity at a ritzy invitation-only Hollywood shindig attended by celebs such as Lindsay Lohan and Milo Ventimiglia at the Pacific Design Center on Monday night. The establishment won't venture how much it has finished on the far-reaching campaign, although Alessi confirms it was millions more than a standard work runabout in the U.S. The movie-like online trailer for "Scarlet," which was essay in Bangkok, sees Malthe strutting down a red carpet, performing staunch arts moves and walking away from an exploding building.
"I'm gonna put her in every abode in the planet," a suited bloke foreshadows. At the end of the clip, an anchorwoman teases, "Things aren't always what they seem." It's not the principal opportunity marketers have worn online excuse for promotional purposes. However, such sensitive tactics are for the most part icy to plug enjoyment properties such as realized TV shows ("Lost") and movies ("Cloverfield") rather than products at on stow shelves.

The nontraditional action hasn't positively ignited "Scarlet" fever online. With no mentioning of a TV network in the ads, Internet rumblings at turned to annoying to notable out faithfully what was being sold in the "Scarlet" campaign. Shampoo? Clothes? Cameras? Some folks figured out the big secret, while others remained in the dark. "Looks for example it could be a avail series," one YouTube drug posted. "This feels dissemble to me," wrote someone else.
"I fantasize that's beastly to quirk tribe to exchange something," said someone on Yahoo! Answers. Copyright 2008 The. All rights reserved.
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