LG Electronics Seeks To Recreate '1984' Disruption With First Super Bowl Commerical

By Barry Janoff

December 17, 2015: If you plan to become a rookie participant on the roster of companies that will run ads during Super Bowl 50 this February, it doesn't hurt to have your commercial created by an agency associated with what has arguably been called the greatest Super Bowl spot of all time.d

LG Electronics said that it's premiere NFL Super Bowl spot would be produced by production company RSA Films, run under the auspices of Ridley Scott and his son, Jake Scott.

Scott recently won the the 2015 Best Director Award from the National Board of Review for The Martian. His career as a Hollywood director and producer also includes such movies as Alien, Blade Runner, American Gangster, Prometheus and Gladiator.

He also was at the helm for Macintosh's "1984" commercial, which aired during the third quarter of Super Bowl XVIII (1984), and has been named the best Super Bowl ad of all time by numerous organizations.

The LG spot will be directed by Jake Scott, who has done has six Super Bowl commercials, including Budweiser's "Lost Dog," which was selected by various analysts as the best spot during Super Bowl XLIX this past February.

LG said that its Super Bowl 50 ad would support its OLED TV and position it as a "New era in TV technology." The company said the spot would be a collaborative effort between Ridley and Jake Scott.

"With '1984', audiences were introduced to a technological advancement that promised to change everything," Jake Scott said in a statement. "I see a similar kind of disruption with LG OLED TV."

"We are extremely excited to work with Ridley and Jake Scott on the OLED TV Super Bowl commercial project," Lee Jeong-seok, vp and head of the marketing communication division for the LG Electronics Home Entertainment Co., said in a statement. "LG will continue to offer consumers the opportunity to witness OLED TV's abilities for perfect black levels and exceptional color representation, which come together to create a whole new viewing experience."

LG Electronics is no stranger to big sports programming, having been an official NCAA corporate partner since 2009, with multi-platform campaigns to support March Madness, CFB playoffs and other activations among the NCAA's 89 championship events across 23 sports.

Although specific details were not released, LG said that its Super Bowl 50 spot would "illustrate the company's commitment to exploring new technologies and communicate the bold message that OLED TV isn't just a new TV —  it represents a whole new era in television technology."

According to Ridley Scott, "When I first saw OLED TV's, I was mesmerized by its staggering picture quality."

Thirty-second spots during the CBS broadcast are going for upward of $5 million, according to industry analysts.

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