With the onset of 3D TV, LG is changing its communication strategy.

The brand has launched a major campaign under the “Life’s Good” strap-line, promoting the Infinia LCD TV range that employs LED backlight technology and are 3D ready. It is believed this is LG’s biggest campaign to date.

Millions of Euros are being poured into the campaign by the brand in an attempt to counter strong campaigns by Samsung, Panasonic and Sony.

The UK campaign is reportedly being managed by Mindshare. The catch phrase for the ads is “A whole new way to see your world”, featuring scenes with wild animals.

In the UK alone, it is reported that LGe will be spending £8-million on repositioning itself as a “consumer friendly” brand.