Cheoeum Cheoreom Soju- Dance Battle (Hara, Hyuna, Hyorin)

Sequel:

https://www.youtube.com/watch?v=TCebZr-CQAE

https://www.youtube.com/watch?v=YckCAmHc1E0

https://www.youtube.com/watch?v=FJkvOdhRGME

The South Korean soju industry’s commercials have always been represented by popular female celebrities. Therefore, there is no surprise at all that this time, Cheoeum Cheoreom Soju has chosen a representative (Hyuna, Hara, Hyorin) from each of the current three trending female celebrity groups as their spokesmodels. Only that they share one common element- they are all the sexy icon of their respective groups.

Compared to previous soju commercials, a major change of concept is easily perceivable, from a concept of a happy and excited group of male and female Cheoeum Cheoreom soju drinkers to a dance battle scene between these three female celebrities that exploits and focuses on their alluring looks and seductive dance moves.

Older Cheoeum Cheoreom Soju Commercial

To me, the dance battle commercial, in a large part, seems to be targeting towards men, given its choice of spokesmodels and content of the commercial. Gender discrimination aside, the message that Cheoeum Cheoreom Soju implies in the commercial is questionable. Having “Just Like A First Time” as their motto, I understand that they are saying that soju can be taken at nightclubs too, which is uncommon. However, what is the purpose of the sexy dance moves and suggestive appearances of the spokesmodels in the sequels? I believe that they are not necessary in order to increase the soju market base, given that there is not a Korean who does not drink and love the traditional liquor. The exploitation and further amplification of the voluptuous and provocative figures of the spokesmodels through the “dance battle” are unethical.

Ultimately, such commercials containing sexual, provocative and sensuous are not new to the marketing field. Although this is deemed by most an effective way of catching consumers’ attention, however marketers should reflect on the appropriateness of the messages that they directly and indirectly convey to the public, especially to youngsters who are greatly influenced by commercials around them. Yes, I do agree that in this decade, competition exists between commercials, in terms of effectiveness in luring consumers’ attention, building brand awareness, and so on. But it does not justify the neglect in social responsibility that marketers owe to society in large.

Lastly, just a food for thought, does the message that Cheoeum Cheoreom Soju  conveys in this commercial truly define the societal and cultural meaning of soju?