Did you know there was an LG Vacuum? The same company that brings you cool smartphones like the Optimus G also makes appliances like the LG Vacuum. Who would've thought?
The idea of this print ad series is to advertise a product that facilitates a chore, without making the consumer think about the chore itself as, well, a chore at all. The act of using your vacuum isn't exactly an easy activity to make look fun. So what LG did was associate using the LG Vacuum with classic games like chess and backgammon as well as a maze.
A tiny vacuum cleaner is presented in each game as if its a part of the play, which correlates perfectly with the tag line "Cleaning becomes a game."