Shawn Paul Wood
May 5, 2022

LG and Lucasfilm take over Times Square with a cryptic message

The electronics brand teamed up with the studio behind the Star Wars franchise to tease its upcoming fan convention — and a new collaboration between the companies.

LG and Lucasfilm take over Times Square with a cryptic message

LG is tapping into hardcore Star Wars fans’ zest for mystery and adventure.

To celebrate “Star Wars Day” on May 4 (May the fourth be with you), LG Electronics partnered with Lucasfilm on an out of home campaign that teases Star Wars Celebration, the franchise’s major fan convention on May 26 to 29 in Anaheim, CA. 

For one day only, a two-sided digital billboard in New York City’s Times Square featured a cryptic message in Aurebesh, a language from the Star Wars galaxy, that translates to “You haven’t yet seen the true power of the dark side. Join us.” 

The message directs people to, where they can sign up to be informed of a new product that creates “an epic new way to experience the saga.”

The billboard execution was supported by six-second ads on LG’s social channels, also in Aurebesh, and set to the iconic Star Wars soundtrack. 

While the campaign is primarily meant to build the buzz leading up to the film franchise’s annual fan experience, it also connects LG’s brands to consumer passion points, said John Long, executive creative director of HS Ad.

“There are probably a few billion Star Wars fans, but the way to generate authentic buzz was to tease and excite the passionate micro-segment of fanatics, and you can’t do that by just slapping a brand logo on a product,” he said in a statement. “So we spoke to them in a language only they would understand.”

The campaign was developed by LG’s in-house agency, HS Ad, which was established in Seoul in 1984 and now has 33 offices around the world.

Campaign US

Related Articles

Just Published

23 hours ago

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

23 hours ago

Tech MVP 2022: Sunil Naryani, Dentsu

MOST VALUABLE PROFESSIONAL: Chief product officer Sunil Naryani has been instrumental in elevating the product offerings from Dentsu and driving radical collaborations across market product leaders.

1 day ago

Why purposeful creativity is more important than ...

Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.

1 day ago

Here's Google's plan to to help advertisers manage ...

David Temkin, senior director of product management, ads privacy and user trust at Google, who is leading the charge on preserving ad targeting and measurement while tracking restrictions loom, discusses these shifts.