Kumho Tire jacks up appeal with new ads

Korea's Kumho Tire said Tuesday that the overwhelmingly positive reactions from viewers and the market to its 50th anniversary advertisements are because they are no longer product-focused.

Rather than showing of tire products, the tire-maker emphasizes its corporate transformation efforts by utilizing well-known celebrities as voice models and highlighting memorable parts from books, a company spokesman said.

``It’s a rare and fresh attempt that has never been made before in the Korean tire-industry,’’ said the spokesman. The voices of popular singer and experienced radio DJ Bae Cheol-soo and actress Kim Hye-su can be heard in the advertisements.

Kumho added it will continue using the new format in the promotions.