The secret is finally out. Smart has confirmed that South Korean actress and Crash Landing On You lead star Son Ye-jin is now part of its growing list of big celebrity endorsers.
In a virtual event on Monday, Smart introduced the 38-year-old screen star as its latest endorser two months after the telco unveiled her CLOY co-star Hyun Bin as its first international ambassador.
A few days before the official launch, Smart took to social media to reveal a six-second teaser, which features a female riding a motorcycle through the city and arriving in front of a modern infrastructure. Fans were quick to assume that the mystery bike rider is none other than the popular Korean star.
In a virtual presser in June, a Smart executive said that they would be getting more Korean endorsers after signing Hyun Bin. Smart president and CEO Al Panlilio said, “Captain Ri is lonely if he’s alone, right?”
This left many CLOY fans reeling on hopes that the person Panlilio was referring to was Yoon Se-ri, the love interest of Captain Ri and played by the popular actress.
“Son Ye Jin’s appeal is undeniable among Filipinos who have been swept by the Korean wave, and we are thrilled to fulfill their wish. 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,” said Jane J. Basas, Senior Vice President and Head of Consumer Wireless Business at Smart.
“More than this, we know Son Ye Jin embodies the Smart Signature brand as it simplifies the postpaid experience so customers can make their mark in their career or passion,” she added.
Son Ye-jin made her debut on television in the series Delicious Proposal in 2001 and went on to star in veteran filmmaker Im Kwon-taek’s film Painted Fire (2002).
She rose to fame in romance-themed films and television series such as The Classic, Summer Scent, A Moment to Remember, and April Snow.
She has won acting recognition for her versatility in diverse genres, notably in Alone in Love, My Wife Got Married, The Pirates, Something in the Rain, and the 2016 films The Truth Beneath and The Last Princess.
In Smart’s latest TV ad, Son Ye-jin confidently rides a motorcycle and navigates the city through the fast lane, alluding to the prioritized, worry-free, and elevated lifestyle that Smart Signature provides its customers, powered by the country’s fastest mobile data network. The ad also powerfully ends with Son Ye Jin affirming, “Simple. Smart Ako.”