Smart taps ‘Crash Landing on You’ stars as endorsers
Telco giant Smart Communications, making a case for the might of its services, recently unveiled South Korean actress and “Crash Landing on You” star Son Ye Jin as the face of Smart Signature, their own postpaid brand of mobile services. This comes two months after Smart unveiled Son Ye Jin’s “CLOY” co-star Hyun Bin as their lead ambassador for their “Simple, Smart ako” campaign.
In her now-viral commercial, Son Ye Jin is seen riding a motorcycle (revealed during her press conference as a Ducati) around Seoul, as she narrates in pure English. The commercial also ends with the actress saying “Simple, Smart ako.” She glances at a black sports car beside her, which is a reference to Hyun Bin’s own Smart commercial — and perhaps, a teaser to the two stars having a post-CLOY reunion onscreen.
“Crash Landing on You” is one of the most highly rated cable dramas in South Korea, and tells the story of a North Korean captain (Hyun Bin) who falls in love with a South Korean woman (Son Ye Jin) when she accidentally paraglides in North Korean territory. It was the popularity of the show and of the actors that has made them attractive ambassadors to the Smart brand — and the brand’s executives mentioned during the press conference last August 4 that Hyun Bin has been one of their best partnerships in the history of the brand.
The decision to bring in Son Ye Jin is a reflection of Smart’s focus on the passions of its consumers. “This is one way of supporting the Hallyu passion of our customers, who put their trust in our network so they can binge-watch the latest K-dramas, stream K-Pop hits, and stay updated on their K-idols online,” says Jane J. Basas, Senior Vice President and Head of Consumer Wireless Business at Smart.
In line with this, Smart Signature users do get first dibs on new technology and offers from the brand. This includes the recent launch of the Smart 5G service, which allows users to access fast data speeds on Smart 5G-certified devices at select spots in Metro Manila.
Of course, passionate K-drama fans are also curious to know: will Smart manage to reunite Captain Ri and Yoon Se-ri? Although there are no definite dates yet due to travel restrictions, Smart executives have said that both of their South Korean ambassadors are set to do one visit to the Philippines — if that visit will have them in Philippine shores together, only time will tell.
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