Misty Copeland epitomizes the art of essence behind LG SIGNATURE’s breakthrough technology and design
Internationally acclaimed ballet dancer Misty Copeland is being featured in a sophisticated new marketing campaign for LG SIGNATURE, the ultra-premium brand across multiple product categories from global innovator LG Electronics.
In the new campaign, Copeland, the first African American female principal dancer for the world-renowned American Ballet Theatre, is celebrating the intersection between art and technology. The multimedia campaign is composed of a series of digital, social, print and video content highlighting the expanded 2020 LG SIGNATURE line, which includes a new unique “wine cellar” refrigerator and 8K Ultra HD OLED TVs.
As a brand ambassador and icon of breaking barriers, Copeland will not only raise the profile of LG SIGNATURE with discerning customers, but she also will inspire all of us during these challenging times, according to Peggy Ang, marketing vice president at LG Electronics USA, which markets LG SIGNATURE products in the United States.
“The philosophy behind LG SIGNATURE is to take LG’s technological innovations and wrap them in design breakthroughs,” said Ang. “We strive to make products that are works of art and deliver exceptional performance. It’s a great parallel with Misty Copeland, who epitomises the power, passion and performance of LG SIGNATURE.”
Copeland grew up in California, where she began studying ballet at the late age of 13. She attended the San Francisco Ballet School and the American Ballet Theatre’s Summer Intensive on full scholarship and was declared ABT’s National Coca-Cola Scholar in 2000.
Soon thereafter, Copeland joined ABT’s Studio Company and its corps de ballet. By 2007, she became the company’s second African American female Soloist. In 2015, Copeland was promoted to principal dancer, marking a milestone as the first African American woman to hold the position in ABT’s 75-year history.
“It’s an honour to be selected as brand ambassador by LG SIGNATURE, a brand that’s committed to delivering power, passion and performance to the most discerning consumers,” said Copeland. “It’s no easy feat to beautify and simplify the complex, and I’m enjoying helping LG SIGNATURE showcase and demonstrate the amazing parallels between the artistry of the products and a ballet performance.”