Ad Nut
Jul 24, 2023

TBWA Media Arts Lab helps K-pop quintet NewJeans shoot ETA video as iPhone ad

Apple has everything to gain by proving it can shoot K-pop videos with an iPhone 14 Pro.

Ad Nut has been reviewing advertisements for a long time and may in fact, be viewed as an anachronism by some. After all, brands these days talk less about wanting to advertise and more about wanting to educate, entertain or inspire consumers.

So, it is with brand collabs and celebrities. There may be advertising elements involved in their partnerships but more importantly, they really want to 'get' one another and help elevate both craft and sales at the same time. Some of these advertainment partnerships fail in either category or both, but many others do exactly what they seek out to. 

In Asia, we've seen successful music artists collaborate with brands to launch amazing videos like Kenshi Yonezu's 'Play Has No Limits' music video/campaign with Sony Playstation. This past weekend, Ad Nut viewed yet another music video brand collaboration as newish K-pop quintet NewJeans partnered Apple to shoot their video 'ETA' on iPhone.

We do not witness an Oscar in the making here. The plot of this video (the members of NewJeans — Minji, Hanni, Danielle, Haerin, and Hyein — spot their friend’s boyfriend cheating with another girl at a pool party and they call him out) like many others in K-pop land won't lend itself to that.

But what K-pop videos do lend themselves to, is lot of great choreography and cinematic action that countless fans love to try to emulate or capture on their own. By shooting this video with iPhone 14 using stabilising features of action mode and cinematic mode, complete with scenes of band members using their iPhones to catch their friend's cheating beau, it becomes the perfect ad for Apple. Fast dance scenes, daytime pool shots, night-time driving shots, all can be captured at cinematic levels with an iPhone we learn. 

'ETA' will appear in Korea, Japan, US, Singapore and Thailand on digital, social media, TV, and Hybe’s official YouTube channel, with behind-the-scenes footage on NewJean’s social channels. A series of digital, and social executions featuring demonstrations with iPhone and behind-the-scenes content of the music video by both NewJeans and the video's director Wooseok Shin.

What's this anachronistic squirrel's ETA for embracing new forms of advertainment? Ad Nut is always ready and willing to take in more and give credits where due. And with that...


Agency: TBWA\Media Arts Lab
Music: “ETA” by NewJeans
Production: Dolphiners (Wooseok Shin, director)
Running on: TV, Digital, Social

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

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