"Is This a Movie?"... The Identity of Coway's 'Bidet Chairman' Watched by 10 Million

Kim Hee-ae, playing the role of a lawmaker, orders a background investigation on a mysterious subject. On a dark, rainy night, she secretly meets an informant and discovers a rendezvous location to approach the truth. Meanwhile, investigators who storm into the office present evidence that there is a mole inside. It sounds like a scene from a movie, but it is not. This is a recent advertisement video released by Coway. Unlike typical ads, this series-style content cleverly incorporates product features into a thrilling storyline, gaining popularity.

According to Coway on the 4th, the four videos of ‘Double,’ released last month on their official YouTube channel?from the trailer to episode 3?have amassed a total of 10 million views. Considering it was released on the 10th of last month and has been less than a month, Coway explained that the views are rapidly increasing. The content, which follows the sequence of background investigation, the manipulator, and traces of the mole from episode 1 to 3 after the trailer, each runs for about three minutes. It is a so-called 'short-form drama.' Viewers have commented that although they know it is an advertisement, the series format makes it immersive.

A scene from Coway's advertisement 'Double'. Coway YouTube

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At the center of the story is the ‘Bidet Chairman,’ Coway’s new product ‘Lulu Double Care Bidet 2.’ The Lulu Double Care Bidet line has been popular since its launch in 2021 for its ease of hygiene management and cleansing power. This new product features upgraded bubble cleaning and a display remote control. In episode 1, ‘Bubble,’ these features naturally appear. Lee Kyu-hyung, playing the aide, reports to Kim Hee-ae, who ordered the background investigation, saying, "There are many bubbles," and "It left no smell or traces." This dialogue highlights that the Double Care Bidet 2 significantly improves hygiene?the core of a bidet?through electrolyzed sterilized water and bubble cleaning functions. The 360-degree bubble whirlpool function is also emphasized for its ability to clean even the inner crevices of the ceramic, allowing for a more hygienic use.

The wireless touch remote control with a display is portrayed as a close aide controlling the Bidet Chairman in episode 2, ‘The Manipulator.’ The fact that usage patterns, sterilization status, and remaining consumables can be monitored at a glance via a smartphone app is presented as evidence of the mole in episode 3. This product recognizes users via smartphone Bluetooth and automatically operates with preset seat temperature, water flow, and pressure, providing a customized cleansing experience for each user.

Coway 'Lulu Double Care Bidet 2'

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This type of advertising is a first for Coway. A Coway representative said, "This advertisement was planned as a series-style content different from typical ads to naturally build the Lulu brand image and arouse curiosity about the new Double Care Bidet 2. Through the dramatic acting of seasoned actors Kim Hee-ae, Lee Kyu-hyung, Choi Young-jun, and Choi Dae-hoon, it creates an immersive experience as if watching a movie or drama. We released three main episodes in addition to the trailer to encourage continuous viewing by consumers."

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