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SK, GS, S-Oil Use Star Power for Recognition
Ad Blitz Has More to Do With Pride Than Spike in Sales

By Park Hyong-ki
Staff Reporter


The trio - actor Cha Seung-won, left, actress Son Ye-jin and singer Psy - sing to the rhythm and beat of the song “I Am S-Oil” in S-Oil’s recent TV commercial. /Courtesy of S-Oil

Korea’s three leading refiners _ SK, GS Caltex and S-Oil _ are competing to put out television commercials starring popular actors or actresses.

Industry sources say that the ad campaign featuring top stars has more to do with corporate pride and brand recognition.

“Sales are related to the number of gas stations the companies have nationwide,'' an industry source said, adding that the commercials will help customers recognize brands more readily.

Perhaps, S-Oil, the No. 3 refiner, has more reasons as it is reportedly courting a suitor for a merger and acquisition.

No.2 GS Caltex has recently recruited the nation’s popular screen actress Moon Geun-young to act for the company’s new TV ad to be screened next month.

Moon is the first actress to star in a GS Caltex advertisement.

Her first GS Caltex commercial will feature her in the role of a young, first-time driver who is lost in the streets while cruising in a car but finds a GS Caltex gas station where its staff tend to her needs.

GS Caltex said that with the actress, it hopes to gain greater recognition among gas consumers and relay a good-will image of the company that provides a “helpful and charming” service.

Moon follows Korea’s soccer sensation Park Chu-young, who had been the promoter of GS Caltex’s gasoline brand Kixx since March last year.

GS Caltex has been going all-out investing heavily in commercials to appeal more to consumers, as it breaks away from its old image related to LG. GS Caltex used to be LG Caltex Oil before GS Group spun off from Korea’s second largest chaebol LG Group in 2004.

In the meantime, S-Oil, the nation’s third largest refiner, has been receiving noticeable attention with the “I Am SOil” song in its recent commercial starring Korea’s top movie actor Cha Seung-won with new comers _ pop singer Psy and screen actress Son Ye-jin. The trio act as a band singing “I Am S-Oil” in rock, jazz and Latin music versions.

The new stars, Psy and Son Ye-jin, follow film director Park Chan-wook, known for his work “Old Boy,” and TV actress Kim Tae-hee who appeared in previous commercials.

S-Oil is aiming to be fresh by recruiting new models, while at the same time trying to maintain the popularity of the song in which people can immediately relate to the company, according to advertising experts.

Meanwhile, SK Corporation, Korea’s largest refiner, is sticking to lesser known media stars such as super model Yoon Ji-min to promote its brand aimed at getting closer to the general public.



phk@koreatimes.co.kr

08-22-2006 17:59

http://times.hankooki.com/lpage/biz/200608...17593911870.htm