Ad Nut
Nov 18, 2019

KBank ad with Blackpink is all about empowerment, but also sexy poses

The K-pop quartet's ad for the Thai bank, by GreyNJ United, has millions upon millions of views. It is also unwatchable/unlistenable if you're not in the target audience.

If you have the K-pop group Blackpink onboard, you don't need to overthink it. Just make a music video.

That's what Thailand's KBank and GreyNJ United have done here. The song lyrics, such as they are, concern empowerment, which mainly seems to be about making lots and lots of money while looking fabulous, dancing in a hyper-sexualised fashion and making come-hither faces—in some cases while caressing phallic symbols.

Ad Nut had to watch this twice in order to capture a screen shot, and that was two times too many. Apart from the above-mentioned problematic conception of empowerment, Ad Nut does not care for the skills of the performers. If this is what passes for rap these days, Ad Nut despairs for the youth.

Of course Ad Nut is not in the target demographic (or species). So fair enough, maybe this is masterful and just doesn't happen to be Ad Nut's cup of tea. However, Ad Nut has to wonder how many of those millions upon millions of Gen-Z video views translate into incremental business for the bank.


Client: K Bank
First Senior Vice President: Chitravinee Vannakorn
First Vice President: Nithivadee Punnahitanont
Assistant Vice President: Mr Pittsanu Sitabutra
Senior Retail Marketing Communication Specialist: Wannaporn Hualmanop
Advertising Agency: GREYnJ United Bangkok
CEO – Indonesia & Thailand: Subbaraju Alluri
Chief Creative Officer: Jureeporn Thaidumrong
Managing Director: Kanaporn Hutcheson
Deputy Chief Creative Officer: Asawin Phanichwatawa
General Manager: Kanokkorn Seehapan
Group Account Director: Vorawan Kaewket
Senior Account Executive: Patchara Witithladda
Associate Strategic Planning Director: Jongkoch Dusittanakarin
Senior Strategic Planner: Pareena Rachjaibun
Creative Director: Thanyaluck Pongacha
Senior Art Director: Vongjino Kedjariyanon, Nukool Khamlert
Copywriter: Pat Deesawat
Graphic Designer: Dechppat Chamnoi
Project Management Director: Kanoksak Kanchanachutha
Senior Traffic Co-Ordinator: Juthamas Tantated
Project Manager: Ruangkanjana Aiamrit
Digital PR Manager: Saengwit Kewaleewongsatorn
Production Company: Matters in Liukh
Film Director: Liukh
Asst.Film Director: PARK Sang Woo
Cinematographer: LEE Hangyeol
Film Producer: KIM Minsik, RYU Jina
Film Art Director: Rami
Costume Stylist: KIM Wook
Production Manager: LEE Seung Yeon
VFX Producer: SONG Doo Hwan, Sully
VFX Company: SOLID
VFX Supervisor: JK 2D Artist: KIM Hyung Jun
3D Artist: KIM Young Woo
Motion Designer: PARK Il Jun
Editor: EDITIN / YOU Sejin
Colorist : COLORADO / ROH Hakmin
Composer: LEE Banseok
Sound Studio: Gorilla Sound

Ad Nut is actually not as old as may seem in this review, but is a surprisingly literate woodland creature that for unknown reasons over the past few years has developed 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

18 minutes ago

Assembly promotes Rick Acampora to global CEO

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

7 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.

7 hours ago

Pitching: Myth busters and home truths

From the misnomer of the so-called 'chemistry meeting', to the notion that the agency that wants it most will win, misconceptions around the pitch process are abound. It's time to cut through the bull, says Frazer Gibney

9 hours ago

Krispy Kreme appoints VML as global creative agency

Krispy Kreme and VML are set to start collaborating soon, with new campaigns expected to debut in the market in 2024.