Scarlet TV show campaign turns out to be marketing stunt for new LCD HDTV. Image: LG Electronics.
A lengthy global marketing and advertising campaign, supposedly for a new butt-kicking TV series called Scarlet, has this week left many scratching their heads as LG Electronics has revealed the campaign to actually be for… wait for it… a new high definition LCD television.
Up until this point, the advertising, PR and viral elements of the international campaign presented the character of Scarlet as a red-eyed Hollywood star-in-waiting capable of playing a wide variety of genre roles in a new and thrilling TV pilot helmed by David Nutter (The Sopranos, ER, West Wing, Band of Brothers) and starring Natassia Malthe (Elektra, BloodRayne II, Skinwalkers).
The campaign further lauded Scarlet via numerous ‘Red Carpet’ and celebrity appearances leading up to “the reveal” in Los Angeles on April 28.
According to LG’s resulting explanation for its playful (and no-doubt expensive) consumer deception, the Scarlet persona was gradually seeded into public consciousness by applying the TV concept through traditional PR and social networking outlets, while sneak previews of the show’s trailer were purposely “leaked” onto the Net to create yet more interest.
“I had a clear idea of Scarlet’s qualities,” commented Nutter about casting Malthe to play the lead role throughout the six-month campaign. “She glows with this mysterious beauty. She is flawless on screen. There’s an instinctive beauty about her.”
Beyond Nutter’s outline of Scarlet’s character and appeal, which sounds exactly like a product description lifted from an indulgent press release, Malthe duly occupied the role in full, talking up Scarlet while appearing at high-profile events such as movie premieres, fashion shows, and even the Oscar and BAFTA award shows.
“It was certainly a nerve-racking experience,” added Nutter regarding the casting of real and recognisable actors to star in commercials pushing a fake TV show, and the effort involved in keeping the campaign’s real agenda quiet. “With so much work that had gone into the project there was always the risk that ‘Scarlet's Secret’ would be revealed before the launch, and the more attention the campaign received the greater that risk became.”
Following the filming of no less than 91 different scenes that constitute the final TV spots and trailer for the show, all of which were shot on location in Thailand, the content was then aired on cable and network television.
Having already run for four months across broadcast, print, outdoor, and online media, the somewhat misleading Scarlet campaign will continue through July of this year across 27 countries.
And the actual star of Scarlet? Well, for those who are (still) interested, LG Electronics’ new LG60 ‘Scarlet’ is a line of “full-HD” 1080p LCD HDTVs available in sizes ranging between 32-inches and 52-inches. While boasting “versatile design and technological innovations,” invisible speaker design, and unique red colour accenting, the range will also include 42-inch and 47-inch options with a thickness of just 1.8-inches.
There are currently no comments for this article. Be the first to comment!
Advertising
There are currently no comments for this article. Be the first to comment!