'The Power of Creative Energy' Emphasized
Featuring a New Worldview and Competitiveness
Introducing Folk Rock CM Songs and Pop Art
S-Oil announced on the 2nd that it has released the second season of the 'GooDoil Can Do it' advertisement featuring its character Goo Doil as the main protagonist.
Unlike previous advertisements that emphasized 'high-quality oil,' S-Oil highlighted the keyword 'the power of creative energy.' The futuristic message is conveyed through a CM song (Commercial Message Song?a short and memorable song used in advertisements) and presented in a format that questions and answers a new worldview.
In the video, Goo Doil flies alongside a hawk (Arabic Shaheen), symbolizing S-Oil's 'Shaheen Project,' the largest petrochemical production facility project in Korea scheduled for completion in 2026. As he crosses forests and rivers and flies between buildings, a dazzling pop art world unfolds.
To increase the advertisement's attention, S-Oil applied trendy expression techniques. The pop art in the video was created in collaboration with Molly, a popular domestic artist known for her distinctive painting style. It is praised for harmoniously blending the brand, character, and natural elements through restraint and balance. The 2D pop art appearing midway through the video feels like appreciating an art piece.
The CM song was written and composed by director Seo Woo-young, famous for producing various original soundtracks (OSTs). While maintaining the original CM song feel, it delivers the brand message through a catchy folk rock melody that matches the advertisement's rich colors. The company stated, "In addition to the 30-second CM song, we included a 1-minute version suited for the shorts era, containing S-Oil's sincere wish to support, comfort, and accompany all of us living in the same era."
Besides TV advertisements, S-Oil is raising its voice for the Earth and environment through viral videos that address issues such as disposable plastic gloves used once and discarded at self-service gas stations and the use of paper receipts related to carbon emissions, encouraging collective solutions.
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