Life’s Good is synonymous with LG Electronics. Right now, a lot of people will be questioning the statement. So TBWA\Chiat\Day New York and LG have explained what it means in a global brand campaign that encourages people to face challenges with an optimistic attitude during difficult times, and highlights the enduring nature of LG’s brand philosophy and values, which the company has consistently upheld throughout its entire history.

That explanation comes in the form of a 90-second film, directed by Emmy Award winner, Nicolai Fuglsig, of a middle-aged man riding a longboard. As his mood changes from apprehension while he struggles to ride the board down a suburban street to determination and then confidence, a voiceover that explains the power of his optimism to overcome obstacles and accomplish something of which no one would have believed him capable.

The underlying message is that there’s an optimist inside everyone. It’s merely a matter of deciding to embrace it. The longboard is used as a metaphor for life, suggesting that any goal or dream is attainable if one is brave and optimistic enough to push through their perceived limitations to get there.

“LG came to me with the idea of sharing the meaning of its Life’s Good philosophy through the lens of choosing optimism, and I was immediately drawn to the project,” Nicolai Fuglsig stated. “I love the story of an unexpected hero venturing out of his comfort zone and using optimism to overcome challenges. Personally, I feel it’s a powerful reminder not to get bogged down by negativity and to live life to the fullest.”