LG ELECTRONICS LAUNCHES '2026 LIFE'S GOOD CAMPAIGN' TO FREE UP PEOPLE'S MINDS FOR WHAT TRULY MATTERS

LG's new global campaign spotlights the mental load of modern life and shows how LG AI can help ease it

News Summary

• LG Electronics launches its 2026 Life's Good campaign under the key message "Free up your mind."
• According to LG survey findings, people spend nearly a quarter of the year burdened by mental load – the equivalent of 87 days a year. While people work hard to stay organized, what they miss most is the freedom to be spontaneous.
• Through the campaign, LG AI demonstrates how it can reduce routine demands and free up people's minds to focus on what truly matters.
• The campaign marks the fourth year of LG's Life's Good campaign, showcasing how innovation makes Life's Good and bringing the brand promise to life.

SEOUL, South Korea, Aug. 12, 2026 /PRNewswire/ -- LG Electronics (LG) launched its 2026 Life's Good campaign under the key message "Free up your mind." The campaign explores how LG AI can help reduce the mental load of everyday life by quietly taking care of routine demands, creating more room for people to focus on what truly matters.

The campaign arrives at a time when people work harder than ever to keep everyday life running, yet increasingly struggle to switch off from its demands. According to LG survey findings, people spend nearly a quarter of the year burdened by mental load – the equivalent of 87 days a year. Mental load is the invisible burden of constant information, countless micro-decisions and everyday demands. For many people, mental load follows them home, occupying their minds even during moments of rest and recharge.

"As technology becomes part of everyday life, it should quietly help people reclaim their time and attention to enrich their lives," said Kim Hyo-eun, head of LG's Brand Management Division. "Now in its fourth year, the Life's Good campaign continues to showcase how innovation makes Life's Good and brings the brand promise to life."

Building on previous campaign films such as We don't make life good, you do (2024) and Less artificial. More human (2025), this year's campaign centers on the growing mental load of modern life and making room for what makes life good.

Bringing the Campaign to Life

The campaign's hero film follows a family stepping away from the mental load of everyday life for one evening. The film captures small but meaningful moments crowded out by everyday demands, from spontaneous conversations and shared meals to the simple pleasure of being fully present.

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