LG's 'Scarlet' is just a commercial

LG Electronics' $100 million marketing and advertising campaign for a new series of flat panel TVs took an unusual turn last night. About 500 people crowded into the Pacific Design Center in Hollywood for what they expected was a screening of a new TV series entitled Scarlet, but Scarlet turned out to be a red back panel TV from LG, the the Wall Street Journal reports.

LG Electronics' $100 million marketing and advertising campaign for a new series of flat panel TVs took an unusual turn last night. About 500 people crowded into the Pacific Design Center in Hollywood for what they expected was a screening of a new TV series entitled Scarlet, but Scarlet turned out to be a red back panel TV from LG, the Wall Street Journal reports. The event was part of a culmination of a three-month global viral-marketing effort to promote the fake TV show. According to the Journal, the hoax was an attempt to stand apart from the TV manufacturer “sea of sameness.”

The trailer for Scarlet, running on TV and online, doesn't mention LG, but, as part of the PR plan, its star, Ms. Malthe, has drummed up publicity by attending red-carpet events, including Fashion Week, the Bafta awards in London, and film premiers in LA, resulting in online, TV, and magazine stories about Scarlet.

According to the AP, LG's attempt to “coyly pimp Scarlet as a new TV series" from director David Nutter, director of The Sopranos, Smallville and Terminator: The Sarah Connor Chronicles, "hasn't exactly ignited Scarlet fever online.”

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