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LG, Frigidaire Unfurl New Marketing Campaigns

NEW YORK – LG Appliances and Electrolux’s Frigidaire brand both broke new ad campaigns this spring in which a young family’s fancy turns to thoughts of dishwashers and ovens.

From LG comes a comprehensive “Mom’s Inner Voice” campaign that lets us listen in on the ruminations of a housewife, as voiced by actress Leslie Mann (“The 40-Year-Old Virgin,” “The Cable Guy”).

The six-month, multimillion-dollar effort broke before Mother’s Day, and embraces the amusing shortcomings of everyday life to position LG “as moms’ supporting, empathetic co-conspirator and collaborator,” the company said.

Elements include a series of four “Mom Confession” TV spots that use suggestive humor to highlight LG’s dishwashers, laundry pairs and door-indoor refrigerator. In one execution, for its high-speed TurboWash washer, a wistful housewife is surprised by how quickly the laundry cycle completed. “Wow, that was fast,” she muses. “My husband’s fast. Too fast. I do not like that. But I like your fast.”

Digital components of the campaign include videos on Hulu and other video-sharing platforms; “social amplification” on Facebook, Twitter and Tumblr; media partnerships with PureWow and Buzzfeed; and content on, the company said.

All social components will drive consumers to a dedicated Tumblr page where moms can share their own #momconfessions and read those of others. The “best” confessions were posted on the LG’s electronic Times Square billboard on Mother’s Day.

“This campaign celebrates the everyday moments and inner dialogue that we believe all moms can relate to,” said David VanderWaal, head of marketing for LG Electronics USA. “We want to show women that LG understands them, and [that] our home appliances provide real benefits to today’s busy families.”

Meanwhile, Electrolux has launched a more conventional ad campaign for its Frigidaire Gallery line of kitchen majaps. TV spots feature a trio of siblings who point out the products’ innovative features from the family kitchen.

“Our primary focus is to give consumers timesaving innovations that provide the satisfaction of getting the results they want,” said John Weinstock, marketing senior VP for Electrolux Major Appliances in North America. “This exciting new campaign is the perfect way for Frigidaire to showcase exactly why we’ve created industry-first innovations … that meet this growing need. It also highlights the effect each has on the entire family.”

The commercials tout the brand’s trademarked Smudge-Proof stainless-steel finish, an industry first that delivers the look of stainless but resists fingerprints and cleans easily. Also shown are the new Frigidaire Gallery double wall oven with quick preheat and true convection; the OrbitClean dishwasher with four times better water coverage and an improved drying system; and a French door counter-depth refrigerator that can be organized in more than 100 ways.

The ads are airing nationally across multiple cable and network channels.