From John Silas
When a global brand like LG sets out to celebrate its heritage, the creative task is delicate. The question is how to honour decades of consumer trust while still positioning the brand as a beacon of modern innovation.
Ideas Origin, the Nigerian advertising agency behind LG’s new heritage to AI campaign, manages this balance with remarkable clarity and emotional intelligence. Their approach embodies a simple but powerful single-minded proposition: a legacy you can trust. It reframes LG as an electronics partner that balances heritage and innovation, giving consumers confidence that every purchase remains a smart and reliable choice.
In an era when consumer tech advertising often leans heavily on specs, speed and sleekness, LG’s new brand film chooses a different route built on nostalgia, memory and inter-generational storytelling. This direction is not sentimental for its own sake. Instead, it reinforces the idea that the brand’s longevity is proof of consistent performance.
The search for The Oldest LG TV becomes more than a mechanic. It becomes a tangible evidence that today’s innovation rests on decades of trusted reliability and the emotional bonds that families have formed with LG.
Anchored on the theme, The Oldest LG TV, the campaign celebrates loyalty by spotlighting legacy owners whose decades-old sets still function. As a marketing idea, this fits neatly into the growing movement of heritage-based storytelling, where brands demonstrate that innovation means little without a foundation of lasting value.
LG’s decision to honour families who have stayed with the brand is not only strategic but also culturally resonant in markets where electronics often outlive even the homes they were purchased for.
The script opens in poetic tones: “Our stories lived only in the voices of our elders…” This sets up television as a cultural turning point, shifting stories from memory into colour and sound. The storytelling is rich in imagery about community, shared experience, and screens becoming windows into ourselves. It echoes emotion-driven brand films.
The LG TV emerges as a witness to family history, rather than just an entertainment device. This keeps the narrative grounded in the proposition that LG is more than a maker of televisions. It is a lasting part of people’s lives.
The creative pivot arrives with the introduction of the AI model. The shift from warm nostalgia to futuristic interactivity is remarkably smooth. The lines, “Hi LG, why don’t you recommend something for us to watch” and “Hi LG, can you make the video more vivid” humanise the technology.
They present the AI TV as a responsive companion rather than an intimidating machine. Through this, Ideas Origin underscores that innovation at LG is an extension of the same reliability that defined earlier generations of the brand.
While the early portion of the film leans into emotional abstraction, the pay-off is solid. The reveal of AI Sound Pro, the AI remote and the AI chatbot is thoughtful and well timed. These features are positioned not as technical upgrades but as new ways for families to gather, connect and belong. This reinforces the central message that heritage and intelligence are not contradictory forces but a natural evolution of the trust LG has earned over decades.
Taken together, the overarching concept is smart and cohesive. By celebrating its oldest televisions while showcasing its most advanced AI-powered models, LG makes a compelling argument that durability and innovation are part of the same lineage. The past validates the present, and the present honours the past.
In all, Ideas Origin did not just execute the brief. They elevated it. By blending nostalgia, cultural memory and modern technology, they delivered a campaign that honours where LG has been and boldly introduces where it is going.
They have successfully tied past to present, proving that LG’s newest innovations are built on decades of trusted performance, and reaffirming the brand’s position as a legacy that consumers can truly trust.
