LG Electronics Canada

LG Electronics Canada

January 29, 2007 09:32 ET

LG Electronics Canada Proves That Super Bowl Fever is a Global Phenomenon With "Show Us Your Set" Campaign

New contest and ad campaign seeks to upgrade TVs across Canada

MISSISSAUGA, ONTARIO--(CCNMatthews - Jan. 29, 2007) - Over 140 million Americans tuned in to watch Super Bowl XL and this year's battle between the Chicago Bears and Indianapolis Colts may even boost those numbers further still. For American advertisers, it's a golden day for companies to battle for a piece of this massive TV audience and outdo one another with lavish commercial debuts. But advertising knows no borders and one only needs to look north for some other interesting campaigns.

It's not just American firms that unveil TV advertisements during the big game with Canadian companies also looking to peak the interests of sport fanatics and at home viewers. Rough estimates suggest that the Super Bowl is watched by over 500 million viewers worldwide, and other countries have taken to unveiling their own over-the-top TV spots during the game.

Case in point, LG Electronics Canada is debuting a new TV commercial on this year's Super Bowl broadcast (Sunday, February 4th) as part of a new promotional campaign, encouraging Canadians to 'Show Us Their Set'. The spot will feature a young girl getting frisky and showing more than her father would like at a rock concert. A preview of the ad can be viewed online at For a sneak preview of this advertisement, please visit www.youtube.com/watch?v=JcMSooFqQ88.

The "Show Us Your Set" promotion is an interactive online photo contest that will collect images of Canadians' "sets" nationwide. The "sets" may include their out-of-date television set or a "set" of some other kind-entrants are encouraged to use their imaginations when entering! All entries will be judged on need and creativity and the winner will be awarded a new LG 60-inch plasma television set and home theatre system.

"What better time to get people talking about TVs than the Super Bowl, one of the biggest TV events of the year," says Andrew Barrett, VP of marketing for LG Electronics Canada. "This is the first time that LG Electronics Canada has debuted a TV commercial during the Super Bowl and it's a perfect match. The Super Bowl exemplifies the fun and excitement of a great TV experience, and these are the type of moments that LG wants to bring to Canadian homes. In short, life's good when you have the perfect LG home theatre system."

The 'Show Us Your Set' TV campaign has been built in partnership with Brand Buzz, a division of Young & Rubicam, and is part of the like-minded "Complete Your Set" retail promotion that will be hitting Canadian retail stores to coincide with the TV campaign. The promotion will offer consumers a complementary up-converting DVD player with the purchase of every LG 60-inch plasma television set.

About LG Electronics, Inc.

LG Electronics, Inc. was established in 1958. The company is a major global force in electronics and information and communications products, with more than 72,000 employees working in 77 overseas subsidiaries and marketing units around the world. With annual total revenues of more than US $35 billion (non-consolidated), LG Electronics comprises four main business companies: Digital Display, Digital Media, Digital Appliance, Telecommunication Equipment & Handset. For more information please visit www.lg.ca.

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