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“Random” LG Ad Panned “Self-Indulgent”

LG Electronics has seen its latest video ad panned “random” by senior marketing executives. The Tim Kindler directed short film has been described “brilliant” yet “self-indulgent”, and is said to “do as much for Kogan as it does for LG”.

Curated by Mumbrella, Eardrum Founder, Ralph Van Dijk, and BMF Senior Creative, Nadia Ahmad, offered their insights on LG’s ‘The Darkest Light’ video.

Despite “stunning” cinematography, Van Dijk asserts the video is more an ad for writer, director and producer Tim Kindler, than LG, and feels “very self-indulgent”.

Ahmad claims LG “missed the mark” on what they set to achieve, labelling the short film “random”, despite its intriguing nature.

The film was primarily made for LG’s OLED TV launch, and cast across social media, not television – a fact Ahmad criticised.

Both Ahmad and Van Dijk rated LG’s advertisement a 4/10.

Watch LG’s ‘The Darkest Light’ video ad below:


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