Jellyfish Take Centre Stage in Brand & Deliver's New LG OLED TV Ad

A bloom of jellyfish from London Aquarium are the stars of a 30 second TV commercial and OOH advertising campaign produced by Brand & Deliver, to promote LG’s new OLED TV in the run up to Christmas.

Based on the concept ‘Perfect Black Creates Perfect Colour’, the advertisement broadcasts in the UK and Ireland on ITV, Channel 4, Channel 5, Sky, TV3/3e and the main On Demand channels from 2nd November, featuring during flagship shows such as I’m a Celebrity, Get Me Out of Here and Coronation Street. A print campaign will run in upmarket glossy magazines and in key London Underground stations, with numerous digital banners and website takeovers. POS promotion will take centre stage in Dixons and Harrods store window displays.

In their fifth commercial for LG, Brand & Deliver directed the jellyfish section of the shoot at London Aquarium and at Charterhouse Aquatics in London’s East End, before producing the final commercial and creating all digital and print elements. The jellyfish represent the ‘perfect colour’ aspect of the campaign, while Onyx the black panther, representing the ‘perfect black’, takes a secondary role after starring in the first phase of the campaign back in May this year.

LG’s next generation OLED TV is unique in using self-lighting pixels that switch on and off individually, delivering the purest blacks and most brilliant colours. This campaign focuses on setting the technology apart from LG’s competitors with the key message ‘Not Just A New TV, A Whole New Category of Television’. LG’s Head of Consumer Marketing & Retail, Carolyn Anderson, said, “The LG OLED TV doesn’t just build on previous TV technology, it’s a total reinvention, completely unrivalled in its ability to produce black levels and contrast to produce the perfect picture.”

Rob Pratt, Head of Design at Brand & Deliver, said: “Filming a bloom of jellyfish was challenging to say the least but they encapsulate the colour element of the message perfectly. This campaign takes a bolder, stripped back approach, focusing on the key differences of the OLED TV and positioning LG as trailblazers in luxury home entertainment technology.”