I wonder how eco-friendly the LG warehouse is, or how many emissions were released in creating this model? Because I am positive that the trees saved in “sketching, drawing notes and writing electronically” made up for it. Absolutely. Plus this is a print ad right? As in, on paper?

Anyhow, the ad agency has still managed to pinpoint some embarrassing-but-true hallmarks of Generation Y. Namely, reality television and the ongoing obsession with Google. We can all pretend we aren’t hooked to it (I swear, I’m actually not!) but lets face it, there is no way America’s Next Top Model had twelve successful seasons without a horde of watchers, and its only audience numbers that can explain why the Biggest Loser or Big Brother continue to exist.

The other ad hits as close to home – Admittedly, Google has taken the cyber-stalk encouragement from Facebook to a whole new level. Because to stalk someone via Google, you don’t need to be their friend, and you don’t only get to see the photos which they have deemed worthy of a tag. Google wouldn’t be the multi-billion dollar company it was we didn’t succumb to the worldwide database it offered on a daily basis. To an extent, this is slightly depressing, if not inevitable. What’s the point of the date if you have Googled and Facebook-stalked everything worth knowing?

But this is a prime example of where eye-catching, accurate copy still falls short of the mark. And really, ‘cutting-edge’ tends to refer to something we’ve never seen before, or at least ahead of the game, when these ads do little to separate the LG Dare touch from the iPhone. As a popular and primary competitor, perhaps this should have been a focus point for LG. Not quite their most intelligent decision (Damn that reality tv!)

Advertising Agency: Y&R, Toronto, Canada
Creative Director: David Houghton
Art Director: Zachary Muir-Vavrina
Copywriter: Sussana Forieri

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