LG
SMART THIEF
CAUGHT ON CAM
Background
LG was about to launch its 55-inch OLED TV, the thinnest in the world at just 0.15 inches. But with CES around the corner and every competitor fighting for attention, traditional ads weren’t going to cut it.
Our challenge: How do you make people obsess over a TV before they even see it in person?
WORK
Instead of telling people how insanely thin the TV was, we showed them without them even realizing it.
A one-minute silent video appeared on YouTube. No branding, no flashy effects. Just security footage of a daring thief slipping an OLED TV under his jacket and casually walking out of an electronics store.
Was it a real theft? A prank? A hoax? The internet shared, speculated and debated, spreading LG’s name organically and turning the TV into a must-see mystery before CES even started.
Impact
7.5+ million views in just four weeks
YouTube Trending Gold Medal
#1 Weekly Global Viral Ads Chart
€1.28 million in earned media value—
on a €5,000 production budgetAwarded with Dutch Creativity Awards (1x Gold 2x Silver), Cannes Lions (2x Gold, 1x Silver), Clio (1x Gold), London International Awards (1x Silver), New York Festival (1x Silver, 1x Bronze), Esprix (1x Silver, 1x Bronze)
original video
