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.