S-OIL Wins Minister of Culture Award at 'Good Advertisement Award Chosen by Consumers'

S-OIL (CEO: Anwar Al Hizazi) won the ‘Minister of Culture, Sports and Tourism Award in the Audio Category’ at the 32nd ‘Good Advertising Award Chosen by Consumers’ hosted by the Korea Advertisers Association for the ‘GooDoil Can Do It’ TV commercial, together with the advertising agency HS Ad.

'GooDoil Can Do It' TV Commercial.

This advertising award is decided each year by combining expert evaluations with direct consumer judging of domestically produced advertisements. S-OIL’s 2023 ‘GooDoil Can Do It’ TV commercial was praised for sensibly conveying the company’s future-oriented message of ‘Power, Cleanliness, and Newness’ through a fantasy world inside a fuel pump and the ‘Do It CM Song,’ featuring GooDoil characters from various professions.

Since 2006, S-OIL has built a differentiated brand image through its CM song, the character ‘GooDoil’ introduced in 2012, and family characters introduced in 2015. In particular, the CM song has transcended 18 years, adapting to the times and trends by being rearranged in various styles such as ballad, trot, rock, jazz, and hip-hop, stimulating consumers’ emotions. It has been utilized in many ways, including TV commercials, landline phone call connection tones, and mobile phone ringback tones.

The 2023 TV commercial’s ‘Do It CM Song’ was well received by consumers for its lighthearted and catchy adaptation of the brand message and slogan.

An S-OIL representative stated, “Just as extraordinariness hides within the ordinary, creatively interpreting familiar characters and the CM song in line with marketing trends seems to have led to a strong consumer response.”

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