Y&R Brazil Head into the Desert with LG

Did you get an unsightly stain on your horse/camel's saddle during a long desert trek? Luckily, Y&R Brazil have your back. In Cactus, they have installed a washing machine in Chile's Atacama Brazil.

...OK, so that's not technically what it's for. Instead, the ad, directed by Gugu Seppi of 7Filmes, shows how the LG Washer & Dryer Smart Care uses 42% less water by taking it to an extremely dry place and running it only on water extracted and filtered from cacti.

Working with botanists, LG exploited the cactus' ability to store water in the most arid environments to tap this liquid from them. Due to the washing machine's load sensor, which changes the amount of water used based on the weight of the washing, they were able to run it on this relative small amount of H₂O.

This ad kicks off the agencies Field Test series for the electronics brand, which will see them putting LG products to the test in what they call 'atypical situations with different challenges'. This is part of Y&R's aim to make LG 'a brand that provides knowledge, entertainment and relevant content to its consumers.'

As Y&R Brazil's creative vice-president Rafael Pitanguy puts it, "advertising agencies can do more than just provide brand communication services to their clients. In this case, we used science and nature to draw attention to the product's differentiating factors."

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