Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
S-Oil unveils new TV commercial
A screen capture of S-Oil's new television commercial / Courtesy of S-Oil
By Lee Min-hyung
S-Oil unveiled a new TV commercial with the theme "the power of creative energy" to display its future-oriented vision in the industry, the company said Sunday.
This is a stark difference from its earlier message, which focused on promoting the quality of its oil products. The latest advertising adopted a Q&A format using a corporate jingle.
The company's character, GooDoil, is seen flying with a falcon, which is called "Shaheen" in Arabic. This symbolizes the firm's mega-sized Shaheen Project, the largest petrochemical production facility project in Korea. The project is scheduled to be completed sometime in 2026.
In the GooDoil Can Do It commercial, the character flies over forests, rivers and buildings, as a pop art world unfolds.
S-Oil employed trending visual techniques to enhance its appeal to viewers. To create the pop art-themed video, the company collaborated with Molly, an artist famous for her distinctive painting style.
The commercial is recognized for skillfully integrating the identity of the brand, character and natural elements with an artistic sense of restraint and balance, the company said. A two-dimensional art segment also appears in the middle of the short video.
Aside from the television commercial, S-Oil is also seeking to raise awareness of environmental issues with its videos by addressing problems of single-use plastic gloves at gas stations and using paper receipts, calling for collective action from the public to alleviate environmental burdens.