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LG, Samsung Launch Out-Of-This-World Connected Campaigns

Two of the top purveyors of smart appliances have launched new campaigns to tout their visions for the connected kitchen.

For LG Electronics, the focus is on an animated hook-up with “The Jetsons” to underscore that the future is now in smart home.

For Samsung Electronics America, a young boy’s astronautic reveries and a close encounter with the company’s futuristic Family Hub 2.0 fridge is one element of its latest brand campaign.

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LG, in concert with Warner Bros. Consumer Products, has created a mini-episode of “The Jetsons” that explains all the whiz-bang automation of the original series by way of current and future LG technologies, including its SmartThinQ connected platform, Hom-Bot Turbo+ robotic vacuum, and a forward-looking view of its InstaView fridge.

Smart-home pundits should laud the effort, as nearly all discussions of IoT ultimately reference “The Jetsons,” and LG has finally made it official.

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In contrast, Samsung’s spaceman spot, dubbed “Ticket to the Moon,” is one execution from a larger “Live Beautiful” TV, print, digital and social-media campaign. The effort, debuting this week, is intended to show how interacting with its second-generation Family Hub fridge can help bring family members closer together.

Other scenarios include “Shout,” in which a youngster belts out the Tears for Fears tune in concert with the refrigerator; and “Milk,” which demonstrates how the F-Hub’s onboard cameras can save an extra trip to the supermarket.

The fridge will get even smarter this fall when it plugs into Samsung’s SmartThings ecosystem via the Samsung Connect app, which first appeared on the Galaxy S8 and will give Hub owners greater monitoring and control capabilities.

To bring home the role of the kitchen — and by extension, the refrigerator — as the new center of home life, Samsung yesterday gathered a panel of experts in kitchen trends, product innovation and cultural anthropology at its Samsung 837 showroom and office complex in Manhattan’s Meatpacking District to discuss “The Future of Food, Family & Fun in the Kitchen.”

As Michael Wolf, creator and curator of the upcoming Smart Kitchen Summit, observed, “The kitchen has always been the place where family and friends gather, and it’s evolving as the nature of the family evolves. The way in which we store food, cook and interact in the kitchen is changing to reflect an increasingly digital lifestyle, and the refrigerator is an important part of that story.”

John Herrington, home appliances senior VP/GM for Samsung Electronics America, agreed that “home appliances are emerging as a new focus of innovation,” and described the Family Hub as “a huge step forward in the modern kitchen. It empowers you to do things you never thought possible — like take the fridge with you to the grocery store, digitally display a photo of your kids’ winning goal, and enjoy your favorite entertainment right from your digital screen.”

The 2.0 fridge is available now at retail, where it carries a suggested starting price of $3,299.