Ad Nut
May 15, 2019

Bad guys get banished in this FiLGOOD campaign

As if the giant whale tail wasn't enough, a Korea brand launch campaign by BBH China features an overly literal barber and an attempt to coin a new phrase: ‘Gap boon good (갑분굿)’.

For the Korea market, BBH China has created a launch campaign for FiLGOOD, a brand of happoshu (low-malt beer) from Oriental Brewery. The work, across TV, print, digital videos and point-of-sale, advises the young adults the brand aims to reach: 'Don’t Worry, FiLGOOD'.

The campaign also offers up a new term, ‘Gap boon good (갑분굿)’, which BBH translates as ‘suddenly the atmosphere feels good’. The agency also notes it is a "wordplay on a trendy Korean neologism".

Ad Nut chuckled at the overly literal hairstylist in the spot above, and of course you can never go wrong with a giant yellow whale tail that sends annoyances flying out of the picture.


Chief Creative Officer: Arthur Tsang
Creative Director: Issac Ku
Business Director: Elvis Li
Senior Account Executive: Yeha Kim
Senior Planner: Andrea Chen
Producer: Sam Lee, Su Hyun Lee
Editor: Post Tailor
Production company: Oh!Ska
Client: OB Brewery (AbInbev Korea)
Marketing Director: Dana Park

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.



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