Ad Nut
Feb 9, 2017

Now TV campaign may take Korean 'oppa' obsession a bit too far

Campaign allows train passengers to sit next to (or on) hot Korean male celebs, who are also available for chats (but not really).

Now TV campaign may take Korean 'oppa' obsession a bit too far

You know your K-drama addictions are beginning to take over your life when you:

  • Enter customised Hong Kong MTR train cabins filled with 'sweet seats’ (called 暖愛座 in Cantonese), which are really just seats with stickers of Song Joong-ki's and Lee Dong Wook's faces, so that your butt and back can "embrace" these Korean stars.
  • Play this 'tutorial video' (really professional generated content), which explains how to confess your love successfully using the same techniques these 'oppas' (meaning 'older brother', a term loosely used by girls to show affection for an older guy not related to her), more than 148,000 times.
  • Communicate incessantly with Lee Min Ho and Park Bo-gum (in actuality Facebook chatbots) who "promise" to marry you and even suggest a "wedding slideshow"—a collection of handsome-looking stills from the dramas they starred in.

Ad Nut got chatty:

And that's how NowTV, a pay TV operator in Hong Kong, is selling its subscription bundles. Using the tagline “A sweet man you want the most” (䁔男暖語 in Cantonese), the company and its agency, Bread Digital, developed the integrated, through-the-line campaign. Ad Nut calls this 'lust-marketing'.

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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