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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Cast of characters in LG smartphone ad vow to bring authenticity to an overly curated world

It’s no secret that people tend to post idealized versions of themselves on social media, especially on platforms like Instagram that put a premium on glossy photography and clever captions.

But what if people were a little more willing to share their true selves, imperfections and all, online? That’s the premise of LG’s campaign for its new V30 smartphone, which is celebrating people who aren’t afraid to share “the inspiring, yet relatable everyday moments” that make up their day-to-day lives.

The crux of the campaign is a spot that features an eclectic bunch of people sharing how they plan to be more authentic and true to who they are. At one point, a frustrated bride who’s getting rained on in her wedding dress vows to “not fake happiness for a like.” Later in the video, a chef says she promises to share both her “masterpieces and her master disasters” as she pulls a tray of burnt souffles out of the oven. The spot also features a deaf dancer, actress living with alopecia and a burlesque performer.

“The V30 was designed to be the best content creation smartphone on the market today and what better way to demonstrate the capabilities of this device than through people who live honest and authentic lives every day,” said Kim Su-young, vice president and head of marketing for LG Electronics Mobile Communications Company, in a statement. “Being real isn’t about being glitzy or glamorous but hard work and resilience, the same qualities we’re celebrating in this campaign with help from the V30 and its ability to capture pure stories.”

Created by Brooklyn-based agency Huge, the spot is part of a video series that the brand said will “spotlight inspiring people’s stories in docu-style segments.”

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