BY JOSE PAOLO DELA CRUZ
Following months of speculation among its “ARMY” of fans in the Philippines, BTS was unveiled earlier today as the stars of Smart Prepaid’s “Live Your Passion with Purpose” campaign. The big reveal came with the debut of a new music video, featuring the world’s leading pop icons as they sang their hit single “Dynamite.”
In an exclusive online press launch, Al Panlilio, president and CEO of Smart, said that BTS was chosen as their brand’s new endorsers to connect with a younger set of customers. “We want to make sure that we have affinity with the youth, who are really our future customers in the long run. We want to make sure that we are able to address their passions,” he says, further adding that “BTS is a global brand and great ambassadors for passion with a purpose.”
Jane Basas, Smart SVP and head for consumer wireless also revealed that the deal was long in the making, with negotiations starting as early as June last year, and only being approved on Dec. 25, 2020. It was later signed on Jan. 01, 2021. “We knew that we were going to have a dynamite year for Smart!” she exclaims.
Basas also shared that reactions to the endorsement deal have been very positive. Earlier in the day, she received messages from BTS fans saying that seeing their idols on billboards along Edsa made traffic a little more bearable because “they can now see the beautiful faces of these children.”
Virtual coup
Shot in Seoul at the height of the global lockdown, the campaign is set to two of the band’s most recent hits—the inspirational “Life Goes On,” followed by the record-breaking hit “Dynamite” — appropriately providing the score to a timely and encouraging message to legions of Filipino ARMY during one of the most challenging times in the Philippines.
The TVC has the seven BTS members walking up and down seven iterations of The Penrose Stairs—symbolic of defying impossible situations—bearing wise and powerful words that defy all of life’s challenges.
During the preview, the boys also each shared their thoughts on how to live with passion and purpose.
“Smart decisions have always been important to us and seem to have produced good results for us. I will encourage you [to live smarter and live with purpose] so you can only walk the path of happiness,” Jin reflects.
“When you have a purpose, you have a reason to [live] and it becomes your driving force,” says J-Hope.
To this, V adds, “No matter how many times you fall, don’t give up and challenge yourself to break [big walls] in your life.”
For a group whose passion and purpose are to create music and perform around the world, staying put in South Korea for more than a year now has only made them look forward to better times.
“What makes us move is the ARMY waiting for us,” Suga shares, eager for when seeing fans face-to-face is possible again.
Meanwhile, Jung Kook has everyone’s best interest in mind: “I’ll be rooting for you. Please stay healthy.”
“We know very well that you are always sending us messages through social media, uploading videos that cover our songs and dances, and participating in competitions,” says Jimin.
Shooting the campaign also conjured up memories of the groups’ previous visits to the Philippines, mostly during their early years. Band leader RM, alluding to the longingness expressed in their classic anthem “Spring Day,” says rather eloquently, “It’s been a while since we met with ARMY and everyone in the Philippines. Let’s meet soon after this long winter is over. I miss you a lot.”
“BTS won over the hearts of millions all over the world not just with their talent, but also with their messages of hope and inspiration. On behalf of Smart, we are very honored to have this partnership with BTS that encourages the Filipino youth to keep their faith and continue pursuing their passion and purpose no matter the challenges the lie ahead,” concludes Basas.
#SmartBTS “Live Your Passion with Purpose” can now be seen online via Smart Communications’ social networking sites such as Instagram and Twitter (@livesmart), as well as Facebook and YouTube (Smart Communications).
