TWICE’s track is the official soundtrack for LG‘s new phone promotions!
Following in the footsteps of top idol groups such as BIGBANG, 2NE1, Girls’ Generation and SHINee, TWICE have been recruited to add some star power to the advertising campaign for LG‘s new V30 smartphone! Check out the group’s special vertical MV below:
Despite being filled with aegyo and the group’s super cute ‘Knock Knock‘ choreography the music video remains, for all intents and purposes, an advertisement. It shows off the specifications and functionality of the phone, including features such as wireless charging and its waterproof capabilities.
The trend of idol groups actively promoting products provides an interesting comparison between the Korean and Western entertainment industries. Whilst such advertising is the norm in Korea, as seen through the popularity of songs such as BIG BANG and 2NE1‘s collaboration ‘Lollipop‘ which was also part of an LG advertising campaign, it is much less common in Western countries. However as technological advances make it increasingly easy to communicate across the globe, idol-driven advertising may become more mainstream outside of Asia too. For example, 2NE1‘s hit ‘I Am the Best‘ was featured in a global Microsoft advertising campaign between 2014 and 2016.
What is your opinion on K-pop idols being so heavily involved in commercial advertising? Do you think they should focus more on their music, or do you see it as a way to see your favourite members more often? Let us know in the comments below!
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