To create anticipation for an upcoming LG phone model this campaign featured a lonely "little person" in a quest to finally meet his big "soulmate". He feels like he is incomplete all by himself, so he "pounces from behind" on people to create the true connection they have both been yearning for. The campaign included a series of unbranded, mysterious videos on YouTube, a site about the "Blue, Lonely, Little Guy" and unexpected public appearances, as well as a final video that revealed the whole thing.