It is immediately apparent that there is something off about the iconic movie posters used in the LG Home Theater 3D Sound ad campaign. Although they look almost spot on, from the poses to the typography, something is just not right. Oh yes, each one has been captured backwards! By doing so, the ad campaign shows how the system promoted provides every side of the sound, as stated in the tag line.

The LG Home Theater 3D Sound ad campaign was conceived and executed by Sao Paolo-based ad agency Y&R. Published in March 2012, the campaign was art directed by Guilherme Rácz with creative direction by Rui Branquinho, Flavio Casarotti, Victor Santanna and Jorge Iervolino. It was photographed by Lúcio Cunha.