[Asia Economy Reporter Yuri Kim] Cheil Worldwide announced on the 7th that the bespoke advertisement born from the collaboration between Samsung Electronics and Seo Taiji has surpassed 10 million views on YouTube.
Samsung Electronics' 'COME BESPOKE HOME' advertisement, produced by Cheil Worldwide, was planned to convey the bespoke lineup that expanded from refrigerators to air conditioners, washing machines, and wireless vacuum cleaners, as well as the benefits to consumers. While faithfully introducing various products, the ad chose Seo Taiji and Boys' 1995 song 'Come Back Home' as the background music to enhance its appeal.
The ad features a witty video where various home appliances such as washing machines, refrigerators, and robot vacuum cleaners appear to dance and sing along to the song 'Come Back Home,' harmonizing with the message, "Let's return to the home, the most authentic space in the world."
Cheil Worldwide's CD Seulgi Lee said, "Since we had to showcase many products in one advertisement, we aimed to create content that could be enjoyed like a music video," adding, "The song 'Come Back Home' and the advertisement's message matched perfectly, effectively targeting consumers' emotions." She explained that it evoked nostalgia among Generation X, who grew up listening to Seo Taiji and Boys' songs, while providing a fresh and 'hip' vibe to the MZ generation.
Comments on the YouTube video exceeded 700. Samsung Electronics also separately released spin-off videos for the 12 product items featured in the advertisement.
Meanwhile, Samsung Electronics launched 'Bespoke Home' domestically in March. They explained that it embodies the value of spatial expansion, allowing consumers to experience bespoke appliances anywhere in the home, and the value of temporal expansion, enabling color and module changes according to changing lifestyles.
Cheil Worldwide stated, "The Bespoke campaign will continue to expand communication with consumers through various marketing efforts based on the concept of lifestyle beyond home appliances, including collaborations with culture and content preferred by the MZ generation."
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