RKCR/Y&R has launched a series of idents for LG Electronics on Channel 4 and E4 to showcase to 16-24 year olds how LG’s innovative range of smartphones can enhance their lives, by constantly connecting them. They' created a backstory for the idents as well, the campaign is "salvaged footage" from a failed LG Californian Soap Opera, called "The Young and the Connected."
This press release has been making leaked out:
“In the spring of 2010 filming began on a brand new US network day-time soap opera: The Young and the Connected.
Partner-funded by LG Electronics, renowned for its market leading smart phones, ‘The Young and the Connected’ was trailed as being the first ever US day-time series to be based on the realities of how young people really live their lives today.
Storylines were to focus on the real source of drama behind the way young people lead their lives in our modern connected world: mobile social networking.
The series had all of the ingredients needed to be a ratings winner - beautiful people, drama, revenge and skimpy swimwear.
However, two days after filming began, without any reason being given, the network pulled the plug on the production, leaving only a fraction of the series footage in the can.
Following speedy media negotiations and considerable re-editing the footage then became the backbone of LG’s existing sponsorship deal with Channel 4 in the UK.”
For ‘fans’ of the show ‘The Young and the Connected’ YouTube channel ( HYPERLINK www.youtube.com/youngandconnected) will house unique extra content, such as the never-seen opening title sequence and a ten minute behind the scenes documentary featuring the show’s ‘never-were’ stars and their dashed hopes and dreams. More information on the LG range of mobiles, including the new Secret Drama Facebook app can be seen at HYPERLINK "http://www.sociallysmarter.co.uk" www.sociallysmarter.co.uk.
Damon Collins, Executive Creative Director at RKCR/Y&R said, “The idea of a US daytime soap offers great scope for both insight into the target market and extreme silliness. We’re hoping the documentary will do well at the Oscars.”