Ad of the Day: Moms Inner Voice Is Funny, Dark and Full of Regrets in LG Campaign

Ad of the Day: Moms Inner Voice Is Funny, Dark and Full of Regrets in LG Campaign

05/29/2014

Ad of the Day: Moms Inner Voice Is Funny, Dark and Full of Regrets in LG Campaign

Emotional isolation. A loveless marriage. The gnawing regrets of adulthood. Welcome to the surprisingly dark and awkwardly humorous Mom Confessions ad campaign for LG appliances.

At first, these four spots from Hill Holliday seem like pretty standard daytime TV fare: A mom waxes light and cheeky on her favorite dish washer, refrigerator, washing machine and oven. But taken together, they paint a rather bleak portrait, like a cross between FXs Louie and Ibsens Hedda Gabler.

In one, she praises the speed of her LG washing machine before quickly noting: My husbands fast. Too fast. I do not like that. Then, when he arrives home for an unscheduled nooner, she looks like shed rather climb inside the washing machine and cotton-cycle herself into the great hereafter.

I used to be hot, the mom muses in another spot, about an oven. In college. Before kids. I was hot. All the boys wanted me. Look at all those cookies packed in there. I did that. Im still hot.

The voiceover is provided by Leslie Mann, perhaps best known for playing the similarly world-weary mom, Debbie, in Knocked Up and This Is 40.

Each ad is cynical almost to the point of satire. And thats a good thing, because without that edge, were left with another fake family living in a fake world of fake happiness. Instead, LG gives a welcome nod to the fact that ennui is a pretty standard aspect of domestic life.

Of course, none of this dark and jaded introspection is mentioned in the press release, where LG says the campaign celebrates the everyday moments and inner dialogue that we believe all moms can relate to.

For better or worse, thats probably true.

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