Semir, a Chinese clothing brand, came out with two commercials to promote their S/S 2013 season.
There are two versions: one for female and another for males.
I think these commercials have three success factors.
- Lee Min Ho, a well-known Korean actor, is a brand in himself. Having him in the commercial will attact a lot of fans all over the Asia as well as the world. So the clothing commercial has a huge potential to turn the fans into the customers.
- Two languages, Chinese and Korean, are used. Although the target market is more likely to be the Chinese-speakers, the ads can definitely attract the Asian market due to the influence from the increasing popularity of Korean-dramas and Korean-music in Asia.
- The “romance” story line is pretty interesting as it tries to define what summer means to people, with the same question “what is summer” on repeats here and there to remind the audience of the idea of the “summer”.
Overall, the commercial is fairly youthful, implying that the target market is most likely to be the younger generations from 13/14 to even late 20s and mid 30s.
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