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LG's new campaign by Lowe features captains of the cricket world

02-December-2002
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LG's new campaign by Lowe features captains of the cricket world

As part of its cricket world cup promotions plan, the electronics major LG has launched a new TVCs campaign. Created by Lowe, the 22 ads campaign featuring the captains of the 14 teams participating in the cricket world cup is going to be aired on all the major TV channels for the next 3-4 months period.

The new campaign 'Always Cricket First' is conceptualized by R.Balakrishnan (Balki), the national creative director of Lowe India. Produced by MAD Entertainment, the films have been directed by K S Chakravorty (Chax) in Colombo. The campaign attempts to reinforce the passion of the players for the game of cricket. In the last few years, there have been number of issues raised related to cricket including betting scandals and wide spread commercialization of cricket. Leaving them behind, the LG campaign gives the message 'put cricket first and enjoy the game'.

"To promote the spirit of the game and what it means to the world, we have launched the brand campaign cricket first", says Ganesh Mahalingam, General Manager-Marketing of LG Electronics. The company claims that this is the first time such high numbers of commercials have been used in a single campaign.

Interestingly, LG has taken a distinct route in this campaign to create its association with the cricketers. Generally, the trend is to make the celebrities talk favourably for the brand they are endorsing. But here the captains don't talk about the brand or its USPs in different product categories. Rather, they are shown more eager and enthusiastic for playing cricket rather than talking about LG brand. However, in a subtle manner the message of their association with LG is slipped in with the captains shown using different LG products.

One of the 30 second TVC features seven captains including Sourov Ganguly of India, Carl Hooper of West Indies, Shaun Pollock of South Africa, Sanath Jayasurya of SriLanka, Ricky Ponting of Australia, Stephen Fleming of New Zealand and Naseer Hussain of England. They are seen watching each other playing cricket on their LG TV and appreciating how good the other captain is. In the end, Ravi Shastri, the common feature in most of the ads, saying 'This world cup enjoy the game, lets put cricket first'. The commercial signs off with a special pnemonic comprising of ICC Cricket World Cup logo and LG logo signifying LG as the official global partner of ICC.

Part of the same campaign, 11 spots of again 30 seconds duration are woven around the theme 'Captains of the world'. Here, the captains are shown using the LG products including LG televisions, air conditioners, washing machines, refrigerators, personal computers and microwaves. For example, in one of the ad, Ganguly is seen cramming his lines for shooting the LG commercial with LG AC in the backdrop. Suddenly, a telephone call from LG informs him that he doesn't need to shoot today and can carry on with cricket. He smiles. Ravi Shastri concludes by saying lets put cricket first. In the end, the captains of 12 of the participating teams join together to say 'always cricket first'.

Some more ads that are of shorter duration ranging from 15-20 second don't show any LG product. Instead, they try to amuse the viewers by asking funny and interesting questions to the captains putting them in a spot of bother. Take this one. Naseer Hussain is asked 'Does he like Indian women' and Stephen Fleming is completely bowled over with the googly 'How many times he has been in love'. They all just keep silent and just says at the end 'cricket first'.

LG is even planning to bring all 14 captains in India in January next year to build up the excitement and take the hype around the campaign to greater height just before the start of the cricket world cup.

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