Hill Holiday’s ads for LG have taken off – now that real mums are writing them.
In May this year Hill Holiday created a series of four TVCs that get inside the head of every mum and win her heart by understanding how her life is (meanwhile showing off the features of LG appliances). Actress, Leslie Mann, is the inner voice of a woman who “used to be hot. In college. Before kids. I was hot. All the boys wanted me…,”
and whose “…husband’s fast. Too fast. I do not like that.”
The four ads (eight more are planned) were lovely in a warm and friendly ‘we get you’ kind of way (odd, as they were written by four men). But like puppies they were easily forgotten. Not so the social media extension.
After Hill Holliday seeded the “Confess your Own” extension on Tumblr with its own posts like, “I go running to relieve stress. Just kidding, I drink margaritas,” mums (and some brave dads) got cracking – doing the copywriting for a really engaging campaign (everyone likes the sound of her own voice).
The social campaign is extensive. The Tumblr landing page includes links to all online and social content related to the campaign on Twitter, Facebook, Pinterest, and LG’s YouTube channel. The campaign is also being promoted with paid media over BuzzFeed and PureWow, in which the ads are featured as pre-rolls.
The confessions on Tumblr can be sorted by most popular or most recent. Some of the confessions were put up on the LG billboard in New York City’s Times Square for Mother’s Day. That was May 11 and the Tumblr campaign is still going strong.