Aubrey Plaza and LG Really Wanted Ryans to Upgrade Their Phones

Sweepstakes spot also gets the Queer Eye touch

Of course you want a new phone, Ryan. LG USA Mobile

Here’s one for the Ryans out there. An LG campaign targets the half-million-plus people named Ryan in the U.S. with some wiggle room for the rest of us to score a sleek new phone.

The Ryan Sweepstakes began with a TV ad created by 72andSunny New York starring Aubrey Plaza and Queer Eye’s Jonathan Van Ness trying to convince a regular Ryan to upgrade his phone to the LG G7 ThinQ.

Everyone in Ryan’s life—his friends, grandma, complete strangers—criticizes him for not upgrading his phone, even saddling him with the not-too-flattering nickname of “Dongle Boy.” It’s not until Plaza breaks through a wall in Ryan’s house that a glimmer of upgrading hope appears.

“We’ve been listening to consumer feedback and found that 40 percent of consumers say that when they hear about a new smartphone, they feel anxious about whether or not to make the switch,” said Peggy Ang, division vice president, brand marketing, mobile communications, LG Electronics MobileComm USA. “The Ryan Sweepstakes gives consumers the opportunity to experience one of the best smartphones LG has brought to consumers, and we have made it easy and fun for them to try out worry-free.”

Ogilvy’s LG-One handled the digital side of the campaign and those named Ryan were encouraged to visit a dedicated site for a chance to win free cupcakes for a year and an LG G7 ThinQ phone for themselves and seven friends. The winner will also see their mug on a billboard in Times Square and enjoy a New York City party in their honor.

In case you were wondering, yes, the Ryan in the spot is a very real Ryan. Ryan Radis, who counts Ray Donovan and NCIS as part of his acting resume, also had a role in an episode of Parks and Recreation, a show that Plaza might know a little something about.

Amy Corr is a contributor to Adweek.