SsangYong uses K-Pop to celebrate its Korean roots in new campaign from BWM

SsangYong is tapping into its Korean origins in a new campaign which aims to celebrate the car’s origin and tap into national pride.

‘Boldly Korean’, created by BWM, aims to tap into the culture, fashion and technological innovation associated with modern South Korea with the ad references K-pop, Taekwondo and table tennis in an effort to focus on Korean pride.

Brent Jewell, national sales and marketing manager at SsangYong, said: “BWM understood the need to reposition the Ssangyong brand to ensure that full advantage was being taken of the brand’s Korean heritage.

“Being manufactured in Korea is something that should be celebrated and a statement of pride. Today, ‘made in Korea’ is synonymous with great quality, cutting edge technology and funky hip design. This new campaign will ensure that Ssangyong takes ownership of this valuable space. Driving a Ssangyong is a symbol of that pride.

“This new campaign will appeal to people who are proud to be fashionably different and want a car that reflects their personality.”

Rolling out on TV on May 21, the 30-second commercial will be supported by four additional 15-second spots introducing the new Stavic, Korando, Actyon and Rexton models.

The campaign will be supported by extensive print, digital and dealership promotion.

Rob Belgiovane, executive creative director at BWM, said: “Leveraging K-pop culture is a bold move for Ssangyong and a fresh approach for any foreign car brand in Australia.”


  • Client – SsangYong
  • Dinesh Chinnappa – General Manager for New Ventures
  • Brent Jewell – National Sales and Marketing Manager
  • BWM – Creative Agency
  • Rob Belgiovane – Chief Creative Officer
  • Thomas Manion – Creative Director
  • Zac Pritchard – Copy Writer
  • Moensie Rossier – Planning Director
  • Liz Nunan – Agency Producer
  • Richard O’Rourke – Board Account Director
  • Gemma Burcher – Senior Account Manager
  • Production
  • Exit Films – Production Company
  • Pete Moore – Director
  • Peter Knowles – Production Company Producer
  • Method Studios – Post Production

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