Branded Content: LG vs Sony

I like LG. I like Sony. But which one is better? FIGHT!

LG vs Sony

UPDATE 1: the LG video has been removed. You can still see images from it however, here, here, and here. Hat tip: Dan.

UPDATE 2: the video is still viewable over on Creativity Online.

Ladies and gentlemen, I would like to present to you two brand videos. One from LG Mobile, for the new LG G Flex (actually quite a good phone) and the other from Sony Mobile, for the QX100 lens/camera mobile accessory (a fantastic, if little bulky, hardware add-on).

One of them is the worst piece of branded content I’ve ever seen and the other is quite possibly the best piece of branded content I’ve ever seen.

Can you guess which one is which?

First LG –

And now, Sony –

Your comments, as ever, are welcome.



Last updated by at .

Author: James Whatley

Chief Strategy Officer in adland. I got ❤️ for writing, gaming, and figuring stuff out. I'm @whatleydude pretty much everywhere that matters. Nice to meet you x

5 thoughts on “Branded Content: LG vs Sony”

  1. Whatever happened to the word “commercial”?

    Oh god, LG. My god no.

    James Whatley Reply:

    I had this discussion with a friend of mine recently*. Branded content [ie: video that is not created for TV, but instead for online consumption] can’t really be referred to as a ‘commercial’. At least, not in the traditional sense.

    *Funnily enough, about this piece of Nokia branded content.

  2. Unfortunately, the LG one sounds more like a spoof and a waste of money. Nothing’s related to the core attributes of the brand, and it’s still hard to take these two guys as effective personas. I don’t recognize myself there.

    At the opposite, the Sony video is much more targeted and well-thought. And above all, the product is used for a reason through a solid narrative. It gives more clues on *why* the QX100 is a device of choice.

Comments are closed.