LG runs its first-ever Super Bowl commercial for OLED TV

LG Electronics is planning to do a hugely expensive marketing campaign that costs some 10 billion Korean won (approx. 8.5 million U.S. dollars) for every minute. The company announced on Thursday that it would run a commercial for its OLED TV during the 2016 Super Bowl to be held in February next year. The championship game of the National Football League, an American football competition, is one of the most popular sport events in the world.

With some 100 million - 200 million won (approx. 84,520 - 169,040 dollars) of average advertisement cost for a second, the Super Bowl boasts the most expensive TV commercial cost in the world. This is the first time that any affiliates of LG Group run a Super Bowl commercial. With its lackluster performance, the company seems to place a bold and drastic bet to increase global consumers` recognition on its OLED TV.

“More than 200 million global citizens are expected to watch the game as Super Bowl greets its 50th anniversary next year,” said LG Electronics. “As the year 2016 also marks the 50th anniversary of TV business in LG who was the very first to do the business in Korea, we plan to make another leap forward for the TV business through Super Bowl commercial.”

The 49th Super Bowl early this year has been recorded as most-watched TV program with some 120 million viewers in the U.S. alone. The Super Bowl commercial, in particular, enjoys even higher ratings than the Halftime Show, an in-between show where popular singers perform, which is why its commercial place is sold out a year prior to the game despite its super expensive cost.

Samsung Electronics, Hyundai Motor, Kia Motors have run their TV marketing campaign during Super Bowl many times before LG. Hyundai Motor who had run the commercial for seven consecutive years from 2008 stopped the campaign this year but has decided to resume it next year.

LG’s OLED TV campaign is to be produced by movie director Ridley Scott and his son, Jake Scott. “OLED is the only TV that could convey the intention of director as it is,” said Ridley Scott whose filmography includes "The Martian" and "Gladiator." With six times of production career with Super Bowl, veteran director Jake Scott said, “I have decided to work with the company as LG`s innovation of OLED is so impressive.”

jhk85@donga.com