LG Electronics is highlighting its Life’s Good message by introducing a new brand film. Part of the company’s ongoing global brand campaign, the film communicates the true meaning of the LG Life’s Good philosophy and importance of being optimistic.

The Life’s Good campaign aims to inspire people to face challenges with an optimistic attitude during difficult times, as well as highlight the enduring nature of the LG brand philosophy and values.

The 90-second film centres on a middle-aged man who chooses optimism in his personal journey to overcome obstacles and accomplish something that no one would have believed him capable of. At the outset, he struggles to ride a longboard down a suburban street. However, as the film progresses, he begins to glide over it with a smile on his face.

The LG brand film was developed by experienced creatives headed by Emmy Award-winning director, Nicolai Fuglsig whose storytelling illustrates what can happen when one elects to walk the path of optimism.

“LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project. I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges,” Fuglsig said.

LG senior vice president and head of the global marketing centre, Jeongseok (JS) Lee commented, “Life’s Good represents our unwavering commitment to making people’s lives better though innovation. In line with our future vision to become a smart life solution company, we will communicate with various customers at every touch point in more dynamic and youthful way.”

LG vice president of the global marketing centre, Kim Hyo-eun added, “With our global campaign, we aim to convey our message of Life’s Good, inspiring and encouraging customers to take life with an optimistic attitude. We hope that our brand film can uplift customers and create meaning influence on their lives.”