‘Priceless’ Hyun Bin to do 3 events for telco in PH | Lifestyle.INQ

OCTOBER 27, 2022

Smart will roll out merchandise for their subscribers.
Hyun Bin is Smart’s newest endorser.

It took only one day and multiple video calls to produce Hyun Bin’s first television commercial in the Philippines.

How that commercial came about was revealed in a digital press conference held by Smart Communications last Monday.

“One hundred percent of this project was done online, from the planning stages to clearing the storyboards with Hyun Bin and his VAST management, thanks to the power and the simplicity of technology,” said Jane Basas, Smart’s senior vice president and head of consumer wireless business, a self-confessed Hyun Bin fan.

Hyun Bin’s popularity grew phenomenally in the country after the hit drama with Son Ye-jin, “Crash Landing On You” (CLOY), streamed on Netflix. He was also the lead of beloved K-drama in 2004, “My Name Is Kim Sam-soon.”

The shoot was done on May 12. It was remotely supervised by Smart executives, led by its president and CEO Alfredo Panlilio and vice president for corporate marketing strategy Lloyd Manaloto.

Manaloto praised the actor and his team for their professionalism. He said that the team understood the deadlines set by Smart.

The final product is a TVC that has the actor zooming past the buildings of Seoul in a sports car. He’s seen going through episodes of CLOY on his phone, and showing off his dimples in the process. In his deep voice, he says to the camera, “Simple, Smart ako.”

Basas said that they requested for the coats he wore in the shoot to be shipped to the Philippines. They were surprised to discover that the actor signed the coats, without the company asking.

Smart will roll out merchandise for their subscribers.

Hyun Bin has a 12-month contract with Smart, which includes one appearance in the country for three events. One of those events is for fans who are subscribers. The company, however, didn’t say when those will be, with mass gatherings still banned.

When asked about the cost of signing the A-list Korean actor, Basas simply said he is a “priceless investment.”

On whether they’ll bring more Korean stars as endorsers, Panlilio did not give a definite yes or no. “Captain Ri might get lonely,” he said in jest.

For the ultimate Binnie fans, applying for a Smart phone line or pocket Wi-Fi make them eligible to take home official Hyun Bin merchandise, including a 6-foot standee and pillows.