From a business perspective, a company needs to reinvent itself every now and then to remain attractive as its audience changes. That’s exactly what LG is doing with its latest move to become a Smart Life Solutions company.

In a press release on its website, LG announced a new series of advertising videos aimed at "younger audiences and creating a youthful, dynamic brand image." This is the first major branding change LG has made since 2000, when it switched to "Digitally Yours" branding.

The latest campaign is a continuation of the efforts LG has been making since CEO William Cho announced the company will focus on “Smart Life Solutions” in 2023. The efforts span three main themes: Transformable, Discoverable and Entertaining.

To help achieve these goals, LG has tapped into new business areas such as electric vehicle charging, while also promoting HVAC and environmental control systems and smart factory solutions, and expanding its webOS-based content business for TV and infotainment systems. LG also says it is “innovating global solutions that improve customers’ lives in every space, from residential to commercial.”