LG Unveils the Real Scarlet
LG Electronics on Monday night unveiled Scarlet, its new line of LCD TV, at the Pacific Design Center in Los Angeles. The event was the culmination of a special marketing campaign orchestrated by LG and TV director David Nutter.
People gathered Monday night at the Scarlet TV series premiere to attend what they thought was the world premiere of Nutter’s latest project, “Scarlet.” Promoted as “The Hit New TV Series,” the Scarlet project appeared to star Natassia “Scarlet” Malthe as the title character.
As the screening room went dark, the Scarlet trailer that had been seen on TV and online ran, followed by a making-of and behind-the-scenes feature. This was followed by another 60-second trailer for Scarlet, similar to the first one, but with a twist: in this one, Scarlet was clearly not what she seemed. The audience learned the secret behind the campaign - that “Scarlet, The Hit New TV Series” wasn’t about a new drama, but referred to a series of HD LCD TVs by LG Electronics.