Was the laundry left in the washing machine, what needs to be bought for dinner, when should the filter be changed, is the refrigerator door properly closed and who will remember to turn on the air conditioning before the apartment becomes too hot? None of these questions is particularly difficult on its own. When they keep replacing one another throughout the day, they become a job with no clearly defined working hours or moment when it is truly finished.
That invisible list of responsibilities is at the center of a new global campaign by LG Electronics. Under the message Free up your mind, this year’s edition of the Life’s Good platform seeks to show how household technology can take over some everyday decisions, rather than offering users even more features they need to think about.
According to research conducted by LG in the United States, the United Kingdom and Australia, mental load occupies the equivalent of 87 days of people’s time each year. During waking hours, they experience an average of 27 interruptions related to small decisions, reminders and tasks. More than half of respondents, 51 percent, say that this burden disrupts their sleep, while 49 percent feel its effects on their physical health.
The responses did not suggest that people wanted to turn the time they regained into even greater productivity. They would rather read a book, spend unplanned time with loved ones or simply enjoy an evening without thinking about the next task. This is precisely where the campaign positions the company’s products, as support for spontaneity rather than tools for filling every free minute.
The hero film follows a family that steps away from managing household responsibilities for one evening and returns to conversation, a shared meal and time spent without constantly checking what still needs to be done. It is accompanied by separate films for LG WashTower, LG Styler, LG OLED and LG DUALCOOL, which explain more concretely how automation can take over cycle selection, appliance monitoring and other routine decisions.
The campaign also includes an interactive mental load self-assessment. By answering a series of questions, users can determine how much space household chores, planning and the constant need to keep track of things occupy in their day. The tool is not intended for diagnostic purposes, but it turns an abstract feeling of being overwhelmed into a result that is easier to consider and discuss.
LG calls the broader idea Affectionate Intelligence. Instead of technology that constantly demands new commands, attention and adjustment, the company promotes systems that learn household habits and carry out routine tasks in the background.
“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 Electronics’ Brand Management Division.
Free up your mind is the fourth edition of the global Life’s Good platform. It continues the story of the films We don’t make life good, you do from 2024 and Less artificial. More human from 2025, but this time translates the brand promise into a highly practical goal: reducing the number of things people need to remember before they can finally stop thinking about them.
The campaign runs from 12 August to 4 October, with a focus on the US, UK, Germany, Spain, Australia, Brazil and Mexico. It is being distributed through YouTube, Instagram and Facebook, alongside creator partnerships and additional digital formats.
