A Whole New Scale - LG | Clapboard Ad Archive

LG’s 2019 campaign A Whole New Scale, created by Gorilla Films for the South Korean market, delivers a striking visual narrative that redefines laptop portability by focusing on the LG Gram’s unique selling proposition: a large display contained within an exceptionally lightweight and compact chassis. This film campaign harnesses a clever forced perspective trick to dramatize the paradox of scale and mobility, transforming the laptop’s core benefit into an imaginative, exaggerated visual metaphor rather than a straightforward product demonstration. By situating the LG Gram as a device that expands the user’s workspace without sacrificing portability, the campaign aligns perfectly with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where the product’s impact is conveyed through symbolic and exaggerated imagery that captures attention and communicates value instantly. The campaign’s digital strategy amplifies this concept through the hashtag #ScaleUp, fostering consumer engagement and social media dialogue around the LG Gram’s innovation while encouraging participation in an interactive event rewarding winners with Amazon gift cards, thereby blending experiential marketing with digital incentives to deepen brand connection and prompt hands-on exploration. Key online touchpoints on LG’s Instagram and Facebook channels, alongside Amazon product pages, extend the campaign’s reach and provide seamless access to detailed product information and purchase options, reinforcing the narrative of the LG Gram as a game-changing technology in the competitive electronics landscape. Gorilla Films’ execution eschews conventional tech advertising tropes in favor of a visually arresting metaphor that invites viewers to reconsider the boundaries of laptop design, positioning LG as a forward-thinking brand that challenges category norms through thoughtful design innovation. The campaign earns 67/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how technology brands can elevate product storytelling by using visual metaphor to communicate complex benefits, which is essential in a category where differentiation increasingly hinges on design innovation rather than mere specification.