LG's teaser for the upcoming launch of its new Signature series of devices and appliances is reminiscent of Microsoft's classic Surface ad, according to an influential tech news website.
On Dec. 23, LG Electronics introduced its new premium lineup “LG Signature” as a new high-end brand that seeks innovative usability and encompasses LG’s “super premium” home appliances.
And LG officially released a new teaser video on YouTube that shows off “LG Signature.”
However, as soon as the LG Signature teaser video was posted, The Verge, a technology-focused news publication, ran an article titled “LG copies Microsoft's classic Surface ad to tease new fridges and TVs.”
The Verge reported on Dec. 23 that “Everything about LG's teaser for the upcoming launch of its new Signature series of devices and appliances is reminiscent of the original Surface launch ad. The pounding electronic music, the melting and reshaping of natural materials into strict, geometric shapes, and even the opening frame of an illuminated rectangle. Oh, and Microsoft already has a Signature Edition label that it applies to Windows PCs with no bloatware.”
“The products themselves may still deliver the sense of exclusivity that LG wants to convey, but the opening salvo of the company's marketing feels like a giant ripoff,” The Verge added.
The teaser video has been removed from YouTube, so it is no longer available for viewing on YouTube. LG has yet to respond to The Korea IT Times’ inquiries regarding this issue. The Korea IT Times, however, has obtained the teaser video, so we post here both the LG Signature teaser video and Microsoft's classic Surface ad.
LG Signature teaser video
MS classic Surface teaser video
Despite such a controversy, LG is busy ramping up its marketing campaign for LG Signature, installing a large outdoor billboard at CES 2016, slated for Jan.6-9 in Las Vegas.
LG said on Jan. 6: “Under the slogan ‘Innovation for a Better Life, we will set up a 2,044-square-meter booth at CES 2016 to unveil our super premium brand “LG Signature.”
This is not the first time for LG commercials to face accusations of plagiarism, so the recent plagiarism controversy is likely to escalate.
