LG Ends Unnecessary Fridgegazing with InstaView Technology Spot

Have you ever spent what seems like an absurd amount of time staring into your fridge? Well, you’re not alone. That’s because #fridgegazing is a real thing. According to a recent study by TBWA Worldwide’s proprietary research, 95% of US adults reported having stared into their refrigerator without a plan, with the average US adult spending 12 minutes a day looking into their fridge – that’s a total of 73 hours a year!

LG is a company with a firm belief that the answer always lies with the customer, and that understanding how people really live can inspire innovative products to make their lives better. Products like InstaView stand out from the crowd as they are built with that human-centred approach in mind, not just for the sake of innovation itself. With the InstaView 'knock twice to see inside' refrigerator, people are able to stare into their fridge to their heart’s content, without the guilt of energy wasting or food spoiling.

To showcase the LG InstaView technology, TBWA\Chiat\Day New York, leaned into this human truth, as well as simplicity, charm, and craft, to set the foundation for how the LG brand and its line of products will go to market. 

The TVC, was one continuous shot - no cuts, filmed on a camera rig featuring a Bolt camera that allowed us to create a seamless timelapse of the day. 

A first for LG is the introduction of a consistent colour style and system that the brand will use to give all of their advertising a distinctive and consistent look and feel.

TBWA\Chiat\Day New York partnered with Stephan Sonnenfeld at CO3 where they did a deep dive into everything LG has made over the last few years. From that the team created a unique algorithm so any film that is now made for LG uses a bespoken film LUT. 

The campaign also includes social and OLV and will run from launch date until August in key markets across 13 countries.