If there is one thing the two major pillars of telecommunications services here in the Philippines agree on, it is that Filipinos are still very much caught up in the Korean pop culture wave. Smart Communications got the ball rolling in May of last year when it got the lead stars of then-hot K-drama “Crash Landing On You” for a couple of commercials for their “Smart Ako” promotional slogan. Globe Telecom was slower to respond, but this January they brought out their own ad campaign with K-Pop group Blackpink. How does Smart respond to their rival? By getting a K-Pop act themselves: the very best.
That sounds like a big boast, but Smart Communications is definitely hitting well out of the park by engaging none other than BTS as The Philippine Star tells it. To really hype up their latest prepaid ad campaign of “Live Smarter, Live with Purpose,” Smart has tapped South Korea’s most internationally famous boy band as their latest brand ambassadors. This was revealed in a premiere teaser video put up on the telco’s official Facebook page. Set to play at 5PM local time this past Monday, January 18, the video greeted viewers with a video statement from the BTS boys revealing their brand ambassadorship with Smart.
Speaking in slightly accented English the band members spoke of their support for Smart and their goal of, as RM tells it, “inspiring people to live their lives with passion and purpose no matter the challenges that lie ahead.” This was capped with BTS echoing in their endearing accents the same tagline that Hyun Bin and Son Ye-jin of “Crash Landing on You” fame have etched into Korean pop culture fans in the Philippines since last year: “Simple, Smart Ako.”
Smart President and CEO Alfredo Panlilio also released a statement regarding the BTS ambassadorship deal. He noted how their uplifting music that could encourage fans even in direst circumstances has helped BTS emerge as the “biggest band in the world.” This element is what he hopes the Grammy Award-winning performers will bring for their ad campaign, calling Filipinos to find purpose in everything, and “Live Smarter” for a better world.
Now that the secret is out of the bag, Smart users and “Army” members in the country can look forward to the telecom provider’s upcoming ad campaign featuring BTS that might just well top the masterstroke from 2020. Said ad could be expected to arrive before 2021 first quarter ends.
Image courtesy of Rappler