You asked, they delivered: Son Ye-jin is Smart’s newest endorser

BY JOSE PAOLO S. DELA CRUZ

“Because you asked for it!” This, in not so many words, is how the telco brand’s executives described Son Ye-jin’s road to becoming Smart Signature’s newest endorser.

Screengrab from Smart

When Smart unveiled Hyun Bin’s Giga Life campaign two months ago, excited netizens asked if there were any plans to reunite Se-ri and her beloved Captain Ri on Philippine shores. This prompted Smart president and chief revenue officer Al Panlilio to say “Captain Ri would be lonely if he’s alone so…”

“That line was picked up by the press, by the fans over social media and we knew that we had to get her because of the positive reaction to that one statement,” says Jane Basas, SVP and head of consumer wireless business for Smart.

That served as the team’s go signal to pursue the Crash Landing on You star and sign her up for an endorsement deal. Negotiations started in June and by July 16, Ye-Jin was in front of the cameras.

 “Someone who has made her mark”

Is that you, Captain Ri?

A video clip featuring Ye-Jin clad in a white jacket riding a motorcycle first broke on the Internet a few weeks back, sparking rumors that a Smart endorsement was, indeed, on its way.

Well, it’s not a rumor anymore.

 “It was an easy choice. She’s an accomplished person who has made her mark. She’s very empowered, confident, someone who embodies beauty, grace and excellence,” said Panlilio of Ye-jin, who stars in a 44-second commercial released today.

For most of the clip, Ye-jin is seen riding a Ducatti bike around town. It ends with a black car entering the frame, an ode, perhaps, to Hyun Bin’s earlier commercial for Smart. The actress also endeavoured to deliver her lines by herself, asking for the script weeks in advance to practice.

Is she coming or not?

As part of the deal, Ye-jin is set to visit the Philippines for three events. However, the current travel situation has made it difficult for the brand to fly her in.

While a possible visit to the Philippines is still being finalized, the actress also graced the online reveal through a pre-recorded interview, where she shared how excited she is about the partnership.

“I actually wanted to go to the Philippines and shoot. The fans who loved the drama sent so many messages on social media. It’s sad that I am not able to meet them because of the current situation,” Ye-Jin says.

Basas, for her part, was particularly relieved to hear Ye-Jin’s reaction, especially after learning that the actress is quite selective about her brand partnerships. The Smart executives also got to spend time with Ye-jin via Zoom and revealed that the soft-spoken actress was “down to earth and genuine.”

“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,” concludes Basas.