Doosan changes controversial corporate ad

By Lee Hyo-sik

Doosan Group has unveiled its latest TV commercial, replacing a previous one that caused controversy late last year after the group dismissed thousands of young workers.

The new commercial is largely designed to outline Doosan’s three core businesses: renewable energy, construction equipment and seawater desalinization. The previous commercial, which was widely known for its catchphrase, “people are the future,” was introduced by former Chairman Park Yong-maan seven years ago when he became the Doosan chief.

The introduction of the new commercial signals a new era for Korea’s 11th-largest family-controlled conglomerate, as Chairman Park Jeong-won, who took the top office in March, has solidified his managerial control, according to group officials, Wednesday.

The new commercial was first aired Tuesday, with the catchphrase “Doosan now prepares for tomorrow.” The group’s ad agency Oricom produced three commercials, one for each of its three main businesses.

The first commercial deals with Doosan’s wind power and other renewable energy businesses, while the second and third ones cover its construction equipment and water desalination businesses.

The group also plans to publish print ads in newspapers and other paper-based media outlets, as well as launching an online ad campaign.

“The new commercial showcases our strenuous efforts to nurture our core businesses and find new growth engines,” a Doosan Group official said. “For the past six years, we have been stressing the importance of talented workers for Doosan’s future. We believe that now is the time for us to talk about something else.”

The year 2016 marks the group’s 120th anniversary, according to the official, who said Doosan has been working for months on the new ad campaign that can reflect its corporate vision and philosophy.

“The new chairman also took office in March. Given all these, it is time for Doosan to make a fresh start with a corporate slogan that can properly convey our values,” he said. “The new commercial will help us inform the public of who we are and what we do.”

Last December, construction equipment maker Doosan Infracore caused a stir over its dismissal of new recruits through a voluntary retirement program. At the time, former Chairman Park came under intense criticism for being a “hypocrite” for dismissing young workers, while branding Doosan as a business group that places top priority on people under the slogan “people are the future.”