The Korea Times, the nation’s first English daily, turns 57 on Nov. 1. The TOP 10 Series will feature the biggest news stories, scandals, events, figures, surprises and memorable moments in the coming weeks, in celebration of the anniversary. The series will allow our readers to revisit these moments of the past. Current and former staff members of the oldest English daily selected the Top 10s through internal meetings, online surveys and advice from outside experts. If you have differing opinions, let us know by email (firstname.lastname@example.org).
Among the country’s first animated commercials ― Lucky Toothpaste, digestive aid Hwalmyeong-su and Jinro Soju, the alcohol brand that was released in theaters in March 1960 is remembered as the best cartoon piece.
Director Shin Dong-heon’s full-animation style imitating Disney studios’ method of using 24 frames per second took advantage of the new prerecording technique so the characters’ lip movements matched the words they spoke.
After Shin’s method enjoyed a major hit, full-animation was adopted as the main style in the local commercial industry.
“Let’s meet at noon, Bravo Cone. Just the two of us, Bravo Cone. Just a quick date, Haiti Bravo Cone” were the lyrics to the Haitai Bravo Cone’s famous commercial tune.
First released in 1970, the cone ice cream has been around for almost 40 years, but the trademark song is familiar to everyone ― from youngsters to senior citizens, as the confectionery maker has kept the main melody and lyrics while making minor adjustments throughout the years.
The commercial also proved the importance of commercial music, as a string of brands . Nongshim Shrimp Crackers and
Lotte Gum ― made their debut one after another.
The company went bankrupt after getting hit by the 1997 Asian financial crisis, but a “Keep Haitai Alive” campaign sent the maker’s sales soaring again, eventually bringing it back on its feet in 1999.
The late 1960s was marked as a time major corporations realized the importance of a catchy commercial’s direct impact on sales. Ads not only delivered a brand’s message alone, but the corporation’s image as a whole.
In that sense, Coca Cola’s catchphrase “It’s the real thing” newly emphasized the importance of ad copy.
The concept of “youth” was branded after the market research, and afterwards, other companies played up the same image with similarly attractive punch words.
While increased casting of popular celebrities by companies was growing more common, Coca-Cola’s 1988 ad is remembered for bringing stardom to actress Shim Hye-jin, who later starred in the 1992 hit film “The Marriage Life.”
Arguably the most famous and remembered ramyeon, or instant noodle, commercial is Nongshim Ramyeon’s black and white television advertisement in 1975 that featured star comedians Koo Bong-suh and Kwak Gyu-suk.
The two exchange repeated lines going, “Older brother first, younger brother first,” and at the end when the younger accepts the bowl of ramyeon, the older makes a move to snatch it back.
The commercial’s short and melodic lines instantly became a hit and the company credits its soaring noodles sales to it.
Samsung Electronics’ late 1980 VTR commercial, which shot actress Choi Jin-sil to stardom, left a popular saying among newly weds that goes, “A man’s actions depends on what the woman does.”
The commercial shows newly married Choi Jin-sil, who is at home recording a soccer game via Samsung Electronics’ VTR, for her husband before he returns home from work.
When he comes in a rush, asking if the game is ready for him to watch, Choi acts upset asking if that’s why he came home early.
The husband gives her a hug and says no, as Choi smiles and says her famous lines.
The ad was so well-received that a few more series featuring the couple was aired for the maker’s other home appliances.
“A woman like oxygen” series of Amore Pacific’s front brand Mamonde first began in 1991 when it hired actress Lee Young-ae to deliver what became the industry’s most remembered commercial lines.
Lee played up her sexiness in the commercial, as she promoted Mamonde’s light compact flattering her look even through sweat and water.
This advertisement marked a point in which the Korean ad industry turned away from the traditional downplay of sex appeal.
After Amore’s hit with the 1991 piece, more and more companies began to use the gender strategy in their marketing efforts.
LG Group’s 1995 ad is singled out as one of the most effective corporate promotional ads of all times.
First starting out as the Lucky-Goldstar Group, the company changed its name to LG Group to bring new life to business.
As part of its efforts to promote the conglomerate’s upgraded image, the television commercial that featured heartthrob Bae Yong-joon ― who wasn’t nearly as popular as he is now ― played up friendliness through its trademark song, “Love you LG.”
Although the song only carried those three words, it enjoyed a major hit, as children to adults were all humming along to the melody.
LG’s ad proved that a corporate promo commercial can be an effective tool in boosting a firm’s poor or lacking image.
Hanaro Telecom’s Internet service Hanafos’ ad featured singer Yoo Seung-joon soaring up on wings to emphasize the Internet provider’s fast connection and service.
The famous catchphrase “Chase me if you can” brought Hanaro to the market’s No. 1 player, but when the disgraced singer was found to have avoided military service, the company discontinued the commercial that ultimately gave away the top seat to its competitor KT.
Although the TV ad was short-lived, viewers still remember the charismatic performance of Yoo despite the few lines he delivered.
The mobile phone company’s drama-like commercial blew a wave of similar ads in the market, as it demonstrated viewers’ positive reaction in an advertisement that tells a series of story, rather than a one time pitch.
The piece featured actor Cha Tae-hyun and Kim Min-hee, in which Cha sees his girlfriend Kim walk away with another man.
When Kim is confronted, she simply dismisses him by saying, “Love is transient.”
The short sentence grew to instant popularity, as it was said to be an accurate depiction of the young generation’s definition of love.
The nation’s No. 1 Web portal launched a series of 10-, fivesecond television commercials that were aired for just one month.
The ads showed simple but commonly asked questions by viewers, such as, “What are the bus hours?” “What’s a good book to read this fall?” and “Who’s hiring now?”
Experts said the short ads had a high impact because they were brief in length, straight to the point and presented with clean visuals, while playing up its trademark green search box.
Naver showed that TV advertisements don’t need to be lengthy and wordy to have an impact, setting an example to other online portals.
The search engine’s simple strategy of just a green box was also featured on posters in the subways and other public areas.