New LG commercial showcases partnership with Formula One™

27 May 2009

Click here to view the television commercial 'Empty Stadium'.

LG Electronics (LG) – a global leader and technology innovator in consumer electronics - launches a new and innovative television commercial, showcasing its status as A Global Partner of Formula 1™. The commercial, filmed at a Grand Prix™, will run globally throughout the summer and is set to be one of several that will reflect LG’s partnership with the sport.

As A Global Partner of Formula 1™ and A Technology Partner of Formula 1™, LG has exclusive designations and marketing rights with Formula One™ and since the partnership began in January 2009, it has been activating at both a global and local level in over 65 countries, with programmes at all Grand Prix™ and visibility through on screen graphics throughout each race weekend.

The launch of this new television commercial (TVC) highlights the strong links between LG and the sport and the similarities in the LG and F1™ brands that make this partnership so exciting. Like Formula One™, LG believes in the power of cutting edge technology, stylishly delivered, to excite emotion in people. Although both brands deal in state of the art equipment and technology, LG understands that the most important aspect of what they do involves the people who will enjoy and use their products.

LG’s new commercial, produced by the internationally renowned Young and Rubicam, focuses on a Formula One™ circuit that is ready in anticipation of the race to come. All of the infrastructure is prepared and the pit lane is laid out. Only one thing is missing: As a viewer we only see the physical elements like the track, the grandstands and the technology, not the people, and without the people, the passion and purpose is lost.

“Never before have we shot a TV commercial during a Grand Prix race weekend, which makes this commercial a first for LG, and a key demonstration of the innovative programs we are implementing in our partnership with F1™” says Andrew Barrett, Vice President of Global Sponsorships for LG, “It would have been easy to bring this idea to life and shoot it after the race had left Malaysia, but we wanted it to be authentic and therefore we had to shoot it during a real race weekend. LG worked in partnership with Formula One™ to portray the fact that both deal in state of the art technology but above all both realise that it is the excitement that technology can bring to people that allows the technology to make life good.”

The commercial was filmed at the 2009 FORMULA 1 PETRONAS MALAYSIAN GRAND PRIX (Kuala Lumpur), which presented its own challenges for the creative team on site: Humidity at 90%, temperatures soaring over 40C, and the huge logistical implications of capturing footage at such an enormous sporting event without people, while there were tens of thousands of people present. Strong teamwork between LG, Y&R and Formula One Management was essential in achieving these ground breaking results.

“This really was an unforgettable experience” said Andrew Barrett. “The difficulties and intricacies of filming live at a Grand Prix™ meant that we were pushing the boundaries of production at every stage in order to capture the images and atmosphere we needed. We’d been planning for this since February but it wasn’t until we arrived at the circuit that the crew truly understood the unbelievable scale and magnitude of an F1™ event. Working with Formula One Management’s fantastic crew and relying heavily on their support and guidance, we were privileged to gain the access that we did and we hope the results speak for themselves”.

“As our partnership with LG unfolds we are working on many innovative programs that will showcase the best of F1™ and help LG accomplish its business objectives”, commented Bernie Ecclestone, CEO of the Formula One Group.

Click here to view the television commercial 'Empty Stadium'.

About LG Electronics, Inc. LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit http://www.lg.com.

About Formula One™

Formula One™, which began in 1950, is the world’s most prestigious motor racing competition and is the world’s most popular annual sporting series. In 2008 it was watched by over 600 million unique television viewers from 188 territories.

The 2009 FIA Formula One World Championship™ which began in March, spans nine months and will be contested by ten Formula One™ teams. It will be staged over 17 races in 16 countries across five continents.

Formula One Administration Limited, a subsidiary of the Formula One group, was founded by CEO Bernie Ecclestone and holds the exclusive commercial rights to the FIA Formula One World Championship™.

For more information on Formula One™ visit Formula1.com.