LG Steam Cloud with Steam Heat

LG is promoting the LG Steam Washer with “Steam Cloud”, a television commercial filmed in San Francisco. The washing machine provides an extra cycle using steam heat, designed to make it possible for home users to wash and dry clothes usually sent to the dry cleaners. The spot brings some of the feel of the Sony Foam City ad filmed in Miami in 2008, and perhaps a haunting illusion to the smoke pouring through the streets of New York City on September 11, 2001.

LG Steam Cloud cleans bronze children in Transamerica Redwood Park in San Francisco

Steam seeps through the empty streets of San Francisco’s CBD at dawn. The white vapor revitalizes the costumes on a Chinatown parade float parked outside the Pacific Coast Stock Exchange. A pink teddy bear is de-grimed and given new eyes. A car parked outside the Piedmont Boutique in Haight-Ashbury is provided with a clean cover. Bronze children playing in Transamerica Redwood Park are polished up and relieved of their layers of bird poop. All in all it’s Spectacular cleaning.

Click on the image below to play the video in YouTube


The Steam Cloud was developed at BBH London, by creative director John Hegarty, art director Adam Thompson, copywriter Dan Glover-James, art director Steve Smithwick and agency producer Angela Zabala.

Filming was shot by director Michael Geoghegan via Spank Films with director of photography Jo Willems. Geoghegan chose to do the majority of the steam effect in-camera, pumping liquid nitrogen in hand held cylinders tracking down the streets to create giant walls of steam.

Editor was Leo King at Cut & Run. Post production was done by Jorge and Wez at The Mill, London. Look out for the cosmetic changes to the Piedmont Boutique store front.

Music was arranged and produced by Mark Sayer-Wade at The Music Sculptors, London, and performed by British singer TJ Davis.

“Steam Heat” is a show tune from the 1954 musical The Pajama Game, written by Richard Adler and Jerry Ross, and performed by Carol Haney. The song appeared again in the musical review Fosse, 1999 to 2001. Well known covers of the song have been performed by Ella Fitzgerald, Patti Page and The Pointer Sisters.

I got sssssssteam heat
I got sssssssteam heat
I got sssssssteam heat
but I need your love to keep away the cold.

The radiator’s a hissin’
still I need your kissin’
to keep me from freezing each night.
I’ve got a hot water bottle,
but nothing I got’ll take the place of you
holdin’ me tight.

I got sssssssteam heat
I got sssssssteam heat
I got sssssssteam heat
But I can’t get warm without your hand to hold