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Hill Holliday, Leslie Mann Make ‘Mom Confessions’ for LG


Hill Holliday, Boston tapped Leslie Mann (Knocked Up, This Is 40, Freaks and Geeks) to voice the inner musings of a jaded mom in their latest campaign for LG appliances.

Mann voices the internal monologue of a character Adweek described as “a cross between FX’s Louie and Ibsen’s Hedda Gabler.” While that may be a slight exaggeration — the character is far more in line with Mann’s roles in Knocked Up and This Is 40 — the spots are certainly far more cynical than anything we’ve come to expect from appliance ads aimed at women, and in fact play off those happy family conventions.

In the most edgy, and, not coincidentally, most successful of these spots, Mann’s character notes that her new LG washing machine is very fast. But what’s a good quality in a washing machine is not necessarily a good quality in a husband, as the character suggestively muses. It’s this kind of honesty and portrayal of a less-than-perfect reality that makes the campaign stand out. Other spots in the campaign trade in the sexual innuendo for goofiness, and while none of them are quite as entertaining as “Too Fast” the approach still feels like a welcome departure from typical daytime TV fare, thanks largely to Mann’s comedic timing. Stick around for credits and “Hot Cookies” after the jump.

Credits:

Mike Secher

Chief Creative Officer Lance Jensen
Executive Creative Director Joe Fallon
Group Creative Director Rob Rich
Creative Director Mary Rich
Copywriter Joe Fallon / Justin Galvin /Scott Noble / Ben Huser
Art Director Mary Rich/ Fernando Pino
Designer Marcio Lima
Animator Marcio Lima/Scott Woolwine
Illustrator Marcio Lima
Agency Producer Paul Shannon, Katelyn Kennedy
Account Team Kerry Benson, Scott Adler, Lizzy Jenkins
Project Manager Kaitlyn Blanchette
Planner Baysie Wightman
Social Media Director Mike Proulx
Social Media Strategist Kelsey Graham
Production Company Station Films
Production Company Address 176 Grand Street, 5th Floor
Production Company City New York, NY
Production Company Postcode/ZIP 10013
Production Company Country U.S.
Executive Producer Thomas Rossano
Managing Partner Stephen Orent
Director Brendan Gibbons
Cinematographer Matthew Woolf
Line Producer Kate Sutherland
Production Designer Joe Cooney
Still Photographer Francesco Lagnese
Digital Director John Running
Digital Developer Rob Erskine/ Michael Walton
Digital Tech Lead Steve Callan
Experience Architect Maggie Foley
Quality Assurance Specialist Chris Martin
Interactive Producer Kaitlyn Blanchette
Edit House Whitehouse Post
Editor Adam Robinson
Music House HiFi
Music Producer Jack Bradley
Sound Design Company Soundtrack
Sound Engineer Mike Secher
Post Production-VFX Company Brickyard VFX
Flame Artist Dave Waller
Executive Post Producer Amy Appleton
Post Production- Color Correct/Telecine Company 3 / Tim Masick
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