LG Electronics has launched a global heritage campaign titled “Life Asks, LG Answers,” kicking off with a film screening at New York’s Times Square on 14 October 2026. The campaign aims to highlight decades of customer-inspired innovation across home appliances from the Korean home electronics giant.
“Life Asks, LG Answers” Campaign
The “Life Asks, LG Answers” film traces how LG developed innovations in response to specific customer needs, rather than following a conventional product timeline. A further screening of the film is planned for London’s Piccadilly Circus. The campaign will roll out globally through short-form videos, a dedicated microsite, and media outreach across key regions.
Complementing the global content rollout is a regional customer participation program called “My Life with LG.” The program launched in Latin America, inviting customers in Mexico, Colombia, and Peru to submit photos and personal stories about LG appliances they had owned for many years, including products passed down through generations or associated with family milestones. Selected stories were developed into digital and media content.
Following the Latin America rollout, the “My Life with LG” initiative will be extended to select markets in the Middle East, where customers will be invited to share their own long-term experiences with LG appliances.
“Our decades-long commitment to innovation has earned the enduring trust of our customers,” said Baek Seung-tae, president of the LG Home Appliance Solution Company. “Building on this powerful legacy, we will continue finding new answers to our customers’ evolving needs and shaping the future of the home.”
Pokdepinion: A heritage campaign about washing machines and fridges screened at Times Square is certainly one way to spend a marketing budget.
