02.22.10

LG "Give it a Ponder" TV commercial

TV/Radio Commercials, Consumer

To address the issue of mobile bullying, Young & Rubicam New York created this campaign for LG that delivers a serious message through light-hearted comedic content that reached out to teens. At the heart of the campaign are four online/TV spots (shown “Locker Room”) with the iconic symbol of thinking before you text: James Lipton’s Ponder Beard. When teenagers put on the Ponder Beard they stroke their chins and think about the consequences of the text or picture they are about to send. This idea came to life in print, out-of-home, and in online videos and TV commercials and starred a beardless James Lipton.

Jeff Blouin, Y&R/Evan Benedetto, Y&R/Jan Jaworski, Y&R, art directors; John Battle, Y&R/Tara Lawall, Y&R, writers; John Battle, Y&R/Jeff Blouin, Y&R, associate creative directors; Sean Broughton, Smoke & Mirrors, creative director; Ian Reichenthal, Y&/Scott Vitrone, Y&R, chief creative officers; Darren Moran, Y&R, global creative director; Ulf Johnansson, Smith & Sons, director; Stephen Keith Roach, Smith & Sons, director of photography; Nicola Smith, Smith & Sons/Viet-An Nguyen, Final Cut/Barbara Kontarovich, Smoke & Mirrors, producers; Nancy Cannava, Smith & Sons, line producer; Alex Gianni, Y&R/Philippa Smith, Smith & Sons/Stephanie Apt, Final Cut/Sue Romweber, Smoke & Mirrors, executive producers; Lora Schulson, Y&R/Nathy Aviram, Y&R, exec directors of content production; Carlos Arias, Final Cut, editor; Sonejuhi Sinha, Final Cut, assistant editor; Nic Seresin, Smoke & Mirrors, lead Flame artist; Philip Loeb, Sound Lounge/Terressa Tate, Final Cut Audio, mixers.

yr.comwww.lgmobilephones ...