LG Electronics Promotes 'LG Signature' with 12-Time Grammy Winner John Legend

Selected as Brand Ambassador
Conducting 'Legend's Gift: Signature' Campaign Until the End of This Year

LG Electronics has selected world-renowned artist John Legend as the brand ambassador for its ultra-premium LG SIGNATURE line. John Legend is introducing the LG SIGNATURE refrigerator.
[Photo by LG Electronics]

[Asia Economy Reporter Kim Heung-soon] LG Electronics announced on the 12th that it has selected world-renowned artist John Legend as the brand ambassador for its ultra-premium 'LG SIGNATURE' and will conduct a cultural and artistic campaign introducing related products until the end of this year.

The theme of the campaign LG Electronics is promoting with John Legend is 'Legendary Gift: the SIGNATURE.' On the 11th, John Legend released a year-end season song (You Deserve It All) created for the campaign on YouTube, Apple Music, Amazon Music, Spotify, and other platforms.

As the song title suggests, the lyrics contain a message supporting the dreams of everyone exhausted by COVID-19. The track was co-composed by John Legend and American singer-songwriter Meghan Trainor, and produced by Grammy Award winner Raphael Saadiq.

John Legend said, "I am excited to partner with LG SIGNATURE," adding, "LG SIGNATURE will make the time spent at home with family and friends more enjoyable this year-end." Since his debut in 2001, he is a talented musician who has won the prestigious Grammy Award 12 times in the U.S. music industry. LG Electronics stated that they expect his works, which have been loved unchanged for many years, to perfectly harmonize with LG SIGNATURE, which holds essential values that do not change over time.

John Legend plans to release a music video directed by Drew Kirsch later this month. Through the music video, LG Electronics plans to introduce various LG SIGNATURE products such as the LG SIGNATURE OLED R, wine cellar, refrigerator, and washing machine to many customers. Early next year, John Legend will also participate in a wine event held in Napa Valley, California, to promote the differentiated value of the LG SIGNATURE wine cellar.

Lee Jung-seok, Executive Vice President and Head of LG Electronics Global Marketing Center, emphasized, "We expect John Legend to perfectly harmonize with LG SIGNATURE and effectively communicate the aesthetic and technological value of the products," adding, "Through various premium marketing activities with him, we plan to inform more customers about the differentiated value of LG SIGNATURE."

Meanwhile, to promote the differentiated value of LG SIGNATURE, LG Electronics has selected influencers from various fields such as art and lifestyle as brand ambassadors. Collaborations have included world-class professional golfers Ko Jin-young and Park Sung-hyun, Misty Copeland, principal ballerina of the American Ballet Theatre, and Olivia Palermo, a global influencer in the fashion field.

This content was produced with the assistance of AI translation services.