K car Launches New TV and Digital Advertising Campaign

Viewing Available via Digital Channels Starting at Midnight on the 19th

[Asia Economy Reporter Kim Ji-hee] Directly operated used car company K Car (K Car) announced on the 18th that it will unveil a new advertising campaign themed around easy and convenient used car transactions at midnight on the 19th. The new campaign will feature a TV commercial starring brand ambassador Jung Woo-sung, along with a separate digital video using online meme content.

First, the new TV commercial is a follow-up to this year's K Car campaign theme, the "Honest Car (Car) Campaign," featuring actor Jung Woo-sung conveying K Car’s advantages. In the "Jung Woo-sung, Why Woo-sung" segment, actor Jung Woo-sung cheerfully smiles, reminiscent of the brand’s representative K (K), and when asked why he is smiling, he answers, "Because I bought a used car well." When asked "How?" he emphasizes the ease of using K Car’s online contactless service, My Car Purchase Home Service, by saying, "From delivery to payment to refund on the K Car app, it’s all done with just the K Car app!" Using the My Car Purchase Home Service, customers can enjoy simple self-payment on the K Car app, have the vehicle delivered right to their doorstep, and if unsatisfied, can get a refund within three days.

Fun videos targeting digital channels will also be introduced. This digital advertising campaign adds humor by parodying a scene from the drama "Yainshidae," one of the recently popular online memes.

The digital video takes inspiration from the so-called "Yainshidae Morning Call" meme’s characters, lines, and atmosphere. When the character in the video collapses from frustration over a failed used car purchase, actors playing family members appear and shout, "You must get up, you cannot collapse because of false listings," and "You are the pride of Joseon, get up quickly!" capturing the original’s humor. Then, the copy "The pride of Joseon uses the K Car app" delivers the brand message.

The new TV and digital commercials will be available for viewing from midnight on the 19th on major terrestrial and cable TV channels, as well as on YouTube and social networking services (SNS) and other digital platforms.

Jung In-guk, CEO of K Car, said, "It is encouraging to attempt a two-track strategy by combining terrestrial TV ads based on the recognition and brand trust of our brand ambassador actor Jung Woo-sung with a digital campaign that appeals to the millennial generation familiar with digital culture. We will continue to strive to inform various customer groups about the advantage of being able to conduct used car transactions easily and quickly through the trustworthy K Car."

This content was produced with the assistance of AI translation services.