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1. Bespoke AI: Complete My Own Life
Samsung Electronics' "Bespoke AI" is an artificial intelligence-based smart home appliance line that understands and reflects an individual's lifestyle beyond simple home appliances. Here, "Bespoke" means customized, and seeks to differentiate itself by providing customized functions and efficiency through artificial intelligence (AI) technology. The core of this advertising campaign is not to describe the products centered on technology, but to emotionally deliver the smart life that naturally melts into the lives of users.
2. Jun Ji-hyun's Appearance: Understated Charisma and Stylized Image Spokesperson
Actress Jun Ji-hyun, who was used as an advertisement model, has long been loved for her sophisticated and reliable image that represents Korea. Her presence gives advertisements more value than just product introductions. Jun harmonizes with products in advertisements and naturally delivers Bespoke AI's message of "premium + intelligent + stylish" to viewers. This contributes to making consumers perceive them as home appliances that improve their "quality of life" beyond simple functions.
3. Lifestyle-based production: AI incorporating into everyday life
The advertisement revolves around Jun Ji-hyun's natural use of AI appliances at home. For example, there is a scene in which devices, such as washing machines or refrigerators, learn the user's patterns on their own and automatically suggest or operate optimal settings according to situations. This production emphasizes that Bespoke AI is not just a machine but a "partner in life." The advertisement has a message that AI exists, just like a quiet protagonist in a house.
4. Color and Space: Premium Visual Language
The commercial videos use luxurious interiors and sophisticated hues to match the "premium lifestyle" emphasized by Samsung. The products are placed in minimal and modern spaces, and Jun's clothes and makeup are also styled to match that atmosphere. This visual production leaves a luxurious and sophisticated impression on the viewer, highlighting that the Bespoke AI is not just a technology-driven product but also a "design home appliance."
5. Advertising message: "Now I live with Bespoke AI"
The core slogan of this ad is very concise and intuitive. The phrase "Now I Live with Bespoke AI" emphasizes that products are naturally incorporated into everyday life, while also sending a strong message to consumers that they can realize their future lives right now. The phrase "living together" also makes products perceived as not just tools used, but as beings who live and empathize with people.
6. Successful Cases of Emotional Marketing
Samsung maintains a good balance of technology and emotion in the advertisement. Rather than listing the outstanding technology specifications of the Bespoke AI, it evokes emotional empathy by showing how it permeates into a person's life. In particular, Jun's narration, calm music, and neat mise-en-scène remind consumers of the ideal life they want to achieve with the Bespoke AI. This contributes to building positive feelings for the brand and increasing loyalty.
conclusion
Samsung Electronics' Jun Ji-hyun advertisement goes beyond simple product introduction and delicately expresses how AI-based smart home appliances change human life. The commercial, which combines the image of actor Jeon Ji-hyun with the brand identity of Bespoke AI, is considered a successful emotional marketing case, offering consumers "life now" and "life of the future" at the same time.