LG Enlists Singer-Songwriter John Legend for Signature Brand

Artist John Legend is lending his persona to LG Signature appliances.

By Alan Wolf, YSN

LG has tapped award-winning singer-songwriter John Legend to represent its LG Signature brand of super-premium appliances and TVs.

As “Brand Ambassador,” Legend will appear in an upcoming holiday campaign for the luxury line that ties in with his wine label, LVE: Legend Vineyard Exclusive. He has also released a new holiday song, “You Deserve it All,” that was written exclusively for LG Signature by Legend and Diamond-selling singer-songwriter Meghan Trainor. An accompanying video will be released later this season.

In a statement, Legend described LG’s luxury brand as “innovative, creative and so special.”

“I’m excited to partner with LG Signature this holiday season,” he continued. “The holidays are all about coming together to host family and friends in the comfort of your own home, and LG Signature products will make that even more enjoyable.”

Legend added that the new tune, reflective of the brand, “is all about lavishing your loved ones with the best you have to give.”

His partnership with LG will extend into 2022, when Legend will host a springtime event in Napa Valley that highlights his LVE wine label and showcases LG Signature’s wine cellar. The 15-cubic-foot, Wi-Fi-enabled InstaView cooler features proprietary technology to maintain precise temperature and humidity control, and currently retails for $6,299.

“Legend is the perfect embodiment of the LG Signature brand philosophy,” commented Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We couldn’t be more thrilled to partner with such a great artist to help communicate the timeless value of LG Signature to even more consumers worldwide.”

Indeed, Legend is one of only 16 music industry notables to achieve “EGOT” status, having won Emmy, Grammy, Oscar and Tony awards.