Special guests at last night's LG mobile-phone launch in Sydney were former Miss Universe Jennifer Hawkins and the company's new LG Mobile ambassador, Chris Noth.

Sex and the City’s Mr Big, Chris Noth, was revealed as the "brand ambassador" for LG Mobile in Australia and New Zealand at a glamorous launch party at the State Theatre in Sydney last night.

In the weeks leading up to last night’s event, LG kept the name of their new ambassador and the launch venue tightly under wraps - to tie in with the name of one of the two handsets launched on the night, the LG Secret.

At a press conference prior to the launch event, Noth admitted that he is not technologically minded. However, with a newborn son, he believes the Secret's hard-wearing body and scratch-resistant front will come in handy.

Noth also revealed that the only thing he learned about women from working on Sex and the City is that they are "complex creatures".

Sexy and stylish

The LG Secret handset is the third in the company's Black Label Series. It joins the LG Chocolate and the LG Shine.

Carli Wilson, LG’s marketing manager mobile communications, said LG was delighted to have signed up one of the world’s sexiest and most stylish men as a brand ambassador.

"LG mobiles are fast becoming fashion icons by skilfully integrating smart technology with sophisticated design,” Wilson said. “[Noth’s] endorsement in Australia and New Zealand reflects the growing popularity of our handsets to a broad yet highly discerning audience.”

Noth will feature in a print and outdoor advertising campaign for LG Mobile, as well as in point-of-sale and publicity materials. His partnership with LG will last six months.

Other guests at last night's launch included former Miss Universe Jennifer Hawkins, MTV presenter Ruby Rose and Jonathan Pease of "Australia's Next Top Model". A highlight of the evening was a performance by Australian jazz star and former Australian Idol contestant, Carl Risely.

New Black Label addition
The LG Secret is the third in the company's Black Label Series of handsets. It features a five megapixel camera, auto luminance control (automatically adjusting screen brightness) and DivX video file playback.

Also launched at last night's event was LG's latest touch-screen handset, the LG KF700, which incorporates a handy on-screen short-cut dial.

According to LG, it has one of the slimmest profiles of any camera handset on the market - just 11.8 millimetres.

The LG Secret is coming soon to Optus, 3 and Vodafone for a recommended retail price of $899.

LG also used last night’s event to showcase its new touch-screen mobile, the LG KF700. In addition to touch-screen functionality, this phone offers an on-screen short-cut dial and slide-out keypad. It also has a three megapixel camera, MP3 player, bluetooth and expandable memory.

The LG KF700 will be available soon from Telstra, Optus, 3 and Vodafone for a recommended retail price of $699.