Did Lucifer Design LG's New Ad Campaign?

This afternoon, I finally put my finger on why LG's new adverts are evil. Each ad celebrates disposable consumer culture without the slightest realization how shallow the message actually is. You somtimes come across advertisers who poke fun at themselves -- but this isn't that kind of ad campaign. This is evil on multiple levels.

LG proudly proclaims that "all" that's standing between you and your wonderful new existence are your "old" appliances. And amazingly, each ad features working appliances being destroyed in rather lame fashion so that the consumer can justify her "need" to buy the latest, faux industrial offering from LG.

And don't think I'm reading too much into the meaning of the TV ads. The print ad campaign is even more atrocious. They feature tag lines like:

• "The average lifespan of a washer and dryer is 13 years. Fortunately, there are ways of shortening it."
• "What would drive you to sabotage your perfectly good dishwasher? Our dishwasher."
• "Whoever said you have to wait for your refrigerator to break to get an LG?"
• "The only thing standing between you and your new LG appliances are your old appliances."

Did it ever occur to LG that this commerical could have been spun into a brilliant public service announcement? Did it occur to them that instead of destroying all of the perfectly fine, working home appliances, that they could have just said "donate your old appliances to someone who can use them"?

And I'm not talking about altruism here -- I'm talking about a clever marketing campaign. Perhaps the easiest way to turn off consumers is to make them feel ashamed of their desire to purchase your product. And what has LG done here? It has taken that self-interested, polluting, materialism and made it the center of its campaign! Instead, why not play to the emerging faux-"green" civic virtue (or, if your target audience has none, why not give them the impression that making this purchase will succeed in creating that virtue)? I mean, how stupid can LG be to actually air this?

And did you happen to catch all of the imagery of nature being littered with bits of destroyed appliances? What genius thought that would be a good idea? Just seeing that "Life's Good" motto at the end of each advert just about sums it up. These ads represent a mentality that's about five years past its time. What a horrible, horrible ad campaign. It should put LG to shame.