Ad Nut
Jun 8, 2020

Hyun Bin speaks (a word of) Tagalog for Smart Communications

The Korean heartthrob declares his intelligence in a TVC by Grey Manila.

" ako," says Korean actor Hyun Bin in a new TV ad (above) for Smart Communications in the Philippines. This technically counts as speaking Tagalog; "ako" means "me/I", so "smart ako" translates to "I'm smart".

Ad Nut wants to be mean-spirited toward Hyun Bin—perhaps making a joke about how it doesn't take all that much intelligence to stand around looking dashing and delivering three short lines of dialogue for what was surely an obscene amount of money. But darn it, the fellow is so handsome that Ad Nut finds it difficult to do anything but sigh and make mewling sounds. The car (a BMW i8 coupe, if Ad Nut is not mistaken) is pretty hot, too.

And in fact the whole ad is slickly produced and great-looking. Which is all the more impressive when you learn that a team from Grey Manila remotely oversaw a live shoot in Korea from their homes in Manila to produce it. Nice work!


Smart Communications, Inc.
PLDT Chairman and CEO: Manuel V. Pangilinan
Smart President and CEO and PLDT Chief Revenue Officer: Alfredo S. Panlilio
SVP and Head, Consumer Business - Wireless: Jane J. Basas
Department Head/ VP, Corporate Marketing & Strategy: Lloyd Manaloto
AVP/ Center Head, Marketing Services Operations: Mon Samarista
Senior Manager, Influencer & Endorser Engagement: Camille Mamangon
Manager, A&P, Logistics & Agency: Weng Delos Santos

Grey Manila
Chief Executive Officer: John Lucas
SVP for Accounts: Meldy Warren
Group Account Director: Katya Gozo
Sr. Account Manager: Miguel Cordero
Chief Creative Officer: Eugene Demata
Deputy Executive Creative Director: Marci Reyes
Sr. Art Director: Paik Abanilla
Copywriters: Marci Reyes, Marrinel Poblete
Chief Strategy Officer: Agnes Martinez
Strategist: Cristina Flores

PlanB Production Agency
Broadcast Producer: Janet B. Liong, Joy Barbara, Cherry Bacani

UxS Inc.
President & CEO: Madonna Tarrayo
Executive Producer: Ruth Colacion

Museum Contents
Director: Kwan
Executive Producer: Monica Chang
DOP: Han Bit
First AD: Kim Kyung Sik

Post House: 361

Sound Design
Music: Jasper Perez
Sound Engineer: Pope Paredes

Print Production
Photographer: Yeongjun Kim
Print Producer: Vivian Cho

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'.


Campaign Asia

Related Articles

Just Published

6 hours ago

Agency of the Year 2023 winners: Southeast Asia

See the complete winners list for the Southeast Asia region in the 2023 Campaign Asia-Pacific Agency of the Year awards.

8 hours ago

Assembly promotes Rick Acampora to global CEO

EXCLUSIVE: Meanwhile, James Townsend assumes the role of EMEA CEO at parent company Stagwell.

11 hours ago

Agency of the Year 2023 winners: Asia-Pacific / Network

See the complete winners list for the Asia-Pacific region in the 2023 Campaign Asia-Pacific Agency of the Year awards.

15 hours ago

Senior leadership reshuffles at Dentsu APAC, as ...

EXCLUSIVE: As APAC leaders Cheuk Chiang (Dentsu Creative) and John Riccio (Merkle) exit the company, Campaign speaks with Dentsu APAC CEO Rob Gilby on their departures, their new Global Practices structure, and why agency convergence doesn't have to be a sign of doom and gloom.