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LG’s 1st Super Bowl Spot Promotes OLED TV, Enlists Ridley Scott

LG Electronics will run its first Super Bowl TV commercial during the 50th Super Bowl, airing a 60-second spot to promote its OLED TV technology.

The spot will be produced by Ridley Scott. 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 film, “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.”

The commercial will significantly ramp up LG’s promotion of OLED technology, and it will “illustrate the company’s commitment to exploring new technologies,” the company said. The add will communicate the message that OLED TV “represents a whole new era in television technology,” the company added.

OLED TVs display “perfect black levels and exceptional color representation, which come together to create a whole new viewing experience,” said Lee Jeong-seok, VP and head of marketing communications at the LG Electronics Home Entertainment Company.

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

According to a report from 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.

Rival Samsung aired its first Super Bowl ad in 2012 to promote the Galaxy Note smartphone.