MANILA – Korean pop idol Lee Min Ho turns into a virtual paper doll in ‘Touch’, a spot created for Bench by TBWA\ Santiago Mangada Puno.
The idea came from an all-girl creative team, who thought of creating an iPad app as part of the campaign, according to account supervisor Henson Wongaiham. “The group thought that a dress-me-up idol would be a great idea for a storyboard, showcasing Lee Min Ho in the different styles from Bench,” he said.
‘Touch’ shows Lee Min Ho in a cozy apartment, with a cute dog, a guitar, and of course, racks of clothes, which an anonymous hand mixes and matches, making the Boys Over Flowers actor try on different outfits. “We live with tablets and mobile phones everyday to the point where in interacting with screens has become an instinct. The idea of mixing hi-tech touch gestures into every day life, where you could possibly scroll through a catalogue of things to wear on the spot or change your outfit with just a swipe or tap, is what makes this TVC appeal to its market — aside from the handsome Korean pop idol of course,” Wongaiham said.
The TVC is set to run until the end of 2014, and is currently airing on free TV and cable channels, including commercial gaps during “The Heirs”, which Lee Min Ho stars in.
Lee Min Ho is currently the most followed Korean celebrity on Facebook, with over 15 million followers, Straits Times reported.
BENCH ‘Touch’ :30s starring LEE MIN HO
Directors: NICK & MIKE
Agency: TBWA\SMP
Client: Suyen Corporation
Product: Bench
