LG Electronics is launching a new U.S. print and television advertising campaign today that will encourage consumers to replace their appliances before they break down.

The two-month, $20 million initial phase of the marketing effort will debut tonight on the ABC network’s “Dancing with the Stars” program.

“It will turn out for us to be the most comprehensive campaign behind appliances to date,” John Weinstock, vice president of digital appliance marketing for the South Korean company’s U.S. arm, told Reuters. “We expect it to run into next year as well.”

In one TV spot (shown), a woman pushes an old washing machine off a diving board in order to make room for a new LG washer. The ads were developed with Young & Rubicam’s Brandbuzz.

LG has scored gains since introducing its high-tech appliances to the U.S. market about five years ago. For instance, it captured the top U.S. market share position in front-loading washing machines during the second quarter, based on dollar values, according to third-party data.

“We are growing in the high-double-digits during a time when the industry is showing some declines,” Weinstock said.

(Photo: LG Electronics)