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1. Advertisement Overview: The Value of ‘Communication’ Evolving with the Times
The collaborative advertisement of Kyobo Life Insurance and Jung Hae-in, released in the second half of 2024, is themed on ‘the ability to communicate that does not change even when the times change’, and connects Kyobo Life Insurance’s human-centered, warm financial philosophy with Jung Hae-in’s warm image.
Although it is a short video of only 30 seconds, it emotionally conveys how ‘communication’ between people has evolved and how it remains an unchanging essence through directing that crosses the past and present.
2. Main Character and Directing: Jung Hae-in, the Icon of Warmth
Jung Hae-in, who appears at the forefront of the advertisement, naturally blends in with Kyobo Life Insurance’s brand image with his gentle image and warm smile that transcends generations.
Jung Hae-in appears as a character from each era in the advertisement, starting as a figure from the past in a black-and-white photo and then performing his roles as a counselor and customer in the present modern space, visually showing the message of **‘Communication that Transcends Time’**.
The role he took on is not a simple model, but a ‘communicative human’ itself. This is in line with the philosophy of ‘people-centered life insurance’ that Kyobo Life has emphasized.
3. Emotions that do not change in the flow of time
The video begins with a scene from the analog era of the past. It naturally transitions from a scene of a boy holding his mother’s hand while receiving insurance consultation to a modern digital consultation scene, showing the flow of time.
However, the core of the video is that ‘empathy’ and ‘communication’ between people are still important even if technology changes.
The camera emotionally conveys the message by using close-ups, transition effects, and Jung Hae-in’s warm gaze. In particular, the eyes and gestures shown in the consultation scene express deeper trust than words.
4. Narration and slogan: “Communication continues across time”
The narration that appears in the latter half of the commercial summarizes the core message.
“Kyobo Life’s heart of communication toward people does not change even as the times change.”
This narration concludes the overall flow of the commercial and Jung Hae-in’s emotional acting, leaving a strong impression. The following brand slogan is:
“Kyobo Life – Thinking of People”
This slogan reminds us once again that the essence of life insurance is ultimately ‘people’, and is effective in building brand trust.
5. Branding Strategy: Jung Hae-in’s Image and Kyobo Life’s Direction
This advertisement can be categorized as an advertisement to strengthen brand identity, not a simple product advertisement.
In particular, the reasons for choosing actor Jung Hae-in are as follows:
Honest and trustworthy image
Friendliness that spans generations
Soft yet deep emotional acting skills
This image emotionally connects with the message of ‘human-centered philosophy’ and ‘trustworthy partner’ that Kyobo Life has continuously emphasized.
6. Conclusion: Depth of emotion contained in just 30 seconds
This 30-second advertisement goes beyond simple insurance product promotion, and delivers the brand’s philosophy of ‘unchanging value’ in a short and powerful manner. In the fast-paced digital age, Kyobo Life connects Jung Hae-in's image and emotions with just one word, 'empathy', and evokes empathy from viewers.
This is a result strategically designed to increase long-term brand loyalty rather than short-term effects.
In this way, the Kyobo Life X Jung Hae-in advertisement visually captures the timeless theme of 'emotional connection' between people, adding depth to the brand image. From the touching visual beauty to the emotional message, this is a work where you can fully feel Kyobo Life's philosophy even in a short video.
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