Guinness World Record Television Commercial
LG contacted me to say that they had developed a washing machine that boasts minimal vibrations, and they were not kidding. To make their point in a very dramatic and visual way, LG and I embarked on a unique challenge to create a Guinness World Record on top of an actual, loaded, spinning, washing machine. First, they overnighted me a washer to try building on it at home. Yes, a whole washing machine was sent to me in the US all the way from their production facility in Korea so I could make sure it would work as a cardstacking surface. Then, they flew me to Seoul to build with a film crew in a massive studio for the commercial.
I was impressed because this washer, even when packed full with wet socks, doesn’t really even vibrate. How’d they do it? Who knows. But, the final project set a new Guinness Record and was featured as a television commercial all across Europe. They even had engineers onsite to get the washer to run continuously, 24 hours a day, filled with wet clothes throughout the build and the shoot. (In my line of work, I have received a lot of hairspraying from my clients over the years before appearing on tv, but this was one of the most extreme hairspray encounters I’ve had so far.) I love this project because it is a great example of how creative marketing can get, and how a product improvement can be told through a story that must be seen to be believed. The commercial proved so successful that LG invited me back to do a live, scaled-down version several times a day (on top of a running washer of course) at IFA, the massive European consumer electronics show in Berlin, Germany.