BACKGROUND
LG Washing Machine campaign intended to respond to the need to communicate to market segment of single, male young adult who started their own independent life and are in need of assistance in managing their home chores.

IDEA
Target market was reached through a story of a single, young man who is suffering a mysterious “pants attack” that embarrasses him in public all the time which not even his doctor is able to help with. The reason being that his pants were angry at him for washing them in a random brand machine. A solution came with LG washing machine motion.