LG enlists director Edward Zwick for 'Life Looks Good' campaign

According to Brand Republic, LG has enlisted director Edward Zwick for 'Life Looks Good' campaign. Andrew Warner, marketing director UK & Ireland, LG, said: 'Previously our adverts have promoted individual LG products, but the 'Life Looks Good' campaign focuses specifically on building an emotional connection with the brand. To create this, we have used subtle branding and made Mr. Zwick the focal point of the campaign, bringing a personality to the brand.' It sounds a lot like the American Express campaign, or even the Visa Check Card campaign from a few years ago? Are people really going to respond to celebrities in a finicky environment?