The Sober Curator applauds LG for their “Be a Baller” Ad Campaign

Ice, ice baby

What I love about this commercial is that it showcases that craft ice is for everyone. Just because I don’t consume alcohol, doesn’t mean I don’t still enjoy an icy beverage on a hot day. Who am I kidding, I’m in my mid-40s, and that means I want an icy beverage regardless of what the forecast is outside. I drink cold-brewed, iced coffee year-round. When the fancy, shared ice machine in my apartment community broke down last fall, I contemplated moving. This is how seriously and frequently I think about ice.

LG “Be a Baller” commercial

Bravo!

Bravo to LG for not only inventing what may just be the world’s coolest craft ice-making “smart” refrigerator but also marketing it appropriately. Big brands take note – how you market matters! After 14+ years in sobriety, I have tired of how alcohol and alcohol consumption has been portrayed in advertising. It’s not all fun and games. It’s not all glamorous and sexy. Please stop selling a lie. Besides, not everyone drinks alcohol for a variety of reasons. I’m going to let you in on a little secret, those of us that don’t drink alcohol still consume liquids. GASP! That’s right folks. We aren’t plants. From time to time, we’d like something more than a glass of room temperature water.

Be a Baller!

I’m not even in the market for a new fridge, but when I saw this “Be a Baller” ad by LG the other night, I wanted one. Why? Because in less than 30 seconds, they accurately showed that ice is for everyone. Not just cocktails. Instead of isolating their marketing message to drinkers only, in a fun and clever way, they made being “a baller” cool and inclusive for all.

Are you a kid that wants to make some dope-ass, ice-cold, chocolate milk? This fridge is for you. Are you a hip older gal (ahem) that wants to add a cool, circular oversized ice cube to your raspberry ice tea on sober bingo night? This fridge is for you too. I wish more brands would take note and use caution in their marketing efforts. Until that day comes, I’ll just keep talking about the brands that are doing it right.

Help is here if and when you need it

If you or someone you know is experiencing difficulties surrounding alcoholism, addiction, or mental illness, please reach out and ask for help. People everywhere can and want to help; you just have to know where to look. And continue to look until you find what works for you. Click here for a list of regional and national resources.

The post The Sober Curator applauds LG for their “Be a Baller” Ad Campaign appeared first on The Sober Curator.