LG SIGNATURE options Misty Copeland in new advertising marketing campaign
Misty Copeland embodies the art of essence behind the breakthrough technology and design from LG SIGNATURE
Internationally recognized ballet dancer Misty Copeland is featured in a nifty new marketing campaign for LG SIGNING, the ultra-premium brand in several product categories from global innovator LG Electronics.
In the new campaign, Copeland, the first African-American lead dancer at the world-famous American Ballet Theater, celebrates the interface between art and technology. The multimedia campaign consists of a range of digital, social, print and video content that highlights the expanded 2020 LG SIGNATURE line, which includes a new unique “wine cellar” refrigerator and 8K Ultra HD OLED television.
As a brand ambassador and icon of breaking barriers, Copeland will not only sharpen LG SIGNATURE's profile among discerning customers, but will inspire us all in these challenging times, said Peggy Ang, Marketing Vice President at LG Electronics USA. LG SIGNATURE products marketed in the United States.
"The philosophy behind LG SIGNATURE is to turn LG's technological innovations into design breakthroughs," said Ang. "We strive to manufacture products that are works of art and perform exceptionally well. It's a great parallel to Misty Copeland, which embodies the power, passion and performance of LG SIGNATURE. "
Copeland grew up in California, where she started studying ballet at the age of 13. She attended the San Francisco Ballet School and the Summer Intensive of the American Ballet Theater with a full scholarship and was named National Coca-Cola Scholar by ABT in 2000.
Soon after, Copeland joined ABT's Studio Company and the Corps de Ballet. In 2007 she became the company's second African American soloist. In 2015, Copeland was promoted to solo dancer, marking a milestone as the first African-American woman to hold this position in ABT's 75-year history.
"It is an honor to be selected by LG SIGNATURE as a brand ambassador, a brand dedicated to providing strength, passion and performance to the most demanding consumers," said Copeland. "It's not an easy task to beautify and simplify the complex, and I enjoy helping LG SIGNATURE show and demonstrate the amazing parallels between the art of products and a ballet performance."
