| Title | LG BED CLEANER - AFRAID OF THE DARK |
| Brand | LG ELECTRONICS |
| Product / Service | LG BED CLEANER |
| Category | A03. OTC Products/Devices |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Idea Creation | HS AD Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Younsoo Nicole Park | HS Ad | Copywriter |
| Peter Moyse | HS Ad | Copywriter |
| Stephen Prior | HS Ad | Group Creative Director |
| Jihyun Song | HS Ad | Art Director |
| Soojung Park | HS Ad | Art Director |
Microscope photography of bed bugs and mites enables us to see what they actually look like enlarged. The headline in each execution targets parents, whose children are more at risk to sickness from these pests due to their under-developed immune systems. The main reason to believe that the LG bed cleaner is effective against these pests is stated alongside the product shot: ‘vibrates 8,000 times a minute to rid beds of bugs and mites’.