KCC Expresses Bold Colors with Addictive Dance Performance in a Unique and Hip Style
[Asia Economy Reporter Kim Jong-hwa] KCC has selected the modern dance team 'Ambiguous Dance Company' as the advertising model for KCC Paint's 'Sup-euro Self' product and has attracted attention by presenting an experimental video.
In this advertisement, through the collaboration of paint colors and dance performance, it showcases a bold and dynamic video and intense beat sound rarely seen in paint commercials, gaining attention and praise immediately after being released on YouTube. The video surpassed 2.35 million views within ten days of its release.
The paint commercial 'Color Rangers' recently released on KCC's official YouTube channel attempts a new approach not found in conventional paint ads. It boldly mixes two seemingly incompatible elements?paint color and dance performance?to captivate the public's attention. In particular, it left a strong impression by collaborating with Ambiguous Dance Company, known for their fun and addictive dance in the Korea Tourism Organization's advertisement, which recorded over 600 million views online and featured the song 'Beom Naeryeonda' performed by Dayeonchi.
The advertisement tells the story of the advantages of the premium paint for interior professionals, 'Sup-euro Self,' through dance and performance. It performs with vivid colors found in different materials and spaces such as wood, wallpaper, tile, and metal.
When mysterious black smoke begins to steal the colors, the 'Color Rangers' are dispatched to restore the original colors. Armed with 'Sup-euro Self' paint, they find the vivid and clean original colors suitable for each material and space through dynamic and unique dance performances set to intense beats.
Through this advertisement, KCC aimed to provide a new type of visual experience so that the eco-friendly water-based paint 'Sup-euro' could approach customers as a younger, fresher, and more noticeable brand. Especially, the choreography creation, background music, costumes, and props were entirely entrusted to Ambiguous Dance Company, giving them the opportunity to fully express their creativity.
Responding to this, Ambiguous Dance Company made the most of the advantages of 'Sup-euro Self,' which has a diverse lineup for various materials and spaces, creating choreography like unique works of art for each material and space. Their attractive team color, described as 'unbalanced balance,' became even clearer with KCC Paint, and their excellent performance skills based on dynamic dance completed KCC's differentiated brand communication.
This is evaluated as opening a distinctly new horizon compared to previous paint advertisements. It is the novelty brought by the combination of static color and dynamic dance performance, and the fusion of visual and auditory senses through intense beat music.
As soon as the advertisement was released, netizens who watched the video responded that the ad was very innovative. They praised how the catchy music and choreography focused the eyes and ears while effectively conveying that spaces can be stylishly decorated with Sup-euro Self. Comments on the YouTube video post included, "I never thought a paint commercial could be this stylish," "Please come to my house too, Color Rangers, Ambiguous is amazing," and "Ambiguous's cool group dance and KCC Paint's vivid colors make it so captivating that I watched until the end."
A KCC official said, "We produced this advertisement with the intention of introducing paint products in a visually rich and unique format during a time when interest and demand for interior design are increasing," adding, "We hope that people will think of 'Sup-euro Self' paint first when doing interior work in the future."
'Sup-euro Self' is a premium paint for interior professionals that combines excellent quality and convenience. It consists of eight types: wallpaper, tile, metal, veranda (concrete), wood, condensation prevention, varnish, and multi-purpose primer (gesso), allowing intuitive selection and application according to space and purpose. All eight product lineups are designed with low volatile organic compounds (Low-VOC), producing less odor, and have excellent leveling properties that result in a smooth surface after painting, achieving a beautiful appearance.
Meanwhile, last year, KCC received the Digital Award at the 'Good Advertisement Award Selected by the People' for a parody-style window advertisement featuring actor Sung Dong-il. KCC plans to continue presenting fun and experimental digital advertisements in various ways to communicate with customers.
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