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LG Secures 1st Super Bowl Spot For OLED TV, Enlists Ridley Scott

LG Electronics will run its first Super Bowl commercial ever, a spot for its OLED TVs, and has enlisted RSA Films, founded by director Ridley Scott, to produce it.

The spot, to run during Super Bowl 50 in February, will introduce a new addition to the company’s OLED line, and “will 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,” LG said.

The commercial will be directed by Scott’s son, Jake, whose resume includes six Super Bowl ads including last year’s Budweiser spot, “Lost Dog,” which was rated the best spot of the game by USA Today.

Ridley Scott is known for his breakthrough “1984” commercial for Macintosh, named the best Super Bowl ad of all time by Forbes. His latest feature file, “The Martian,” recently won the 2015 Best Director Award from the National Board of Review, and earned a Golden Globe nomination for best picture.

“When I first saw OLED TVs, I was mesmerized by its staggering picture quality,” Ridley said.

“With ‘1984,’ audiences were introduced to a technological advancement that promised to change everything,” said Jake. “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,” said Lee Jeong-seok, VP and head of the marketing communication division at LG Electronics Home Entertainment Company. “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.”

Super Bowl 50 will air Sunday, Feb. 7, 2016, on CBS.

According to Ad Age, media buyers who have placed clients in the game said 30-second units cost anywhere between $4.6 million to just over $5 million.

Speaking to investors during CBS’s Q3 earnings call last month, president/CEO Les Moonves said only a handful of ads remained for sale. “With just a few units left to sell, you can imagine what these last few slots will go for,” Moonves said.

Over the last five seasons, the approximate asking price for a 30-second Super Bowl ad has increased by an average of 11.1 percent year over year, Ad Age said.