“This device is about connecting, and the best way is to connect is on a shared passion--something they love, which is music. It’s also a very stylish, fashion conscious device,” said O’Brien. The hope is that the Chocolate Touch’s music will resonate with fans of Ciara, who since breaking out five years ago has generated a spate of Billboard-charting singles.
The use of Ciara in LG’s campaign comes on the heels of an announcement made a few weeks ago by CMO Dermot J.M. Boden that the company would significantly up its marketing budget in the coming year and employ more celebrities in its advertising.
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