Boram Group has selected actors Lee Sung-min and Kang Ha-neul as new advertising models and will unveil a new TV commercial carrying its renewed brand value starting on the 1st. With this campaign, Boram Group will carry out a brand overhaul that moves beyond its existing "total life care" to a new direction as a "life curator."
Lee Sung-min and Kang Ha-neul are top Korean actors loved across generations and genres for their bright, friendly charm and sincere performances. Boram Group expects the trustworthy appeal of the two models to represent the brand's reliability and to deliver a message imbued with warmth and sincerity.
Along with the model selection, the first TV commercial embodying Boram Group's new brand identity, "There is Boram in a father's life," was released on the 1st. It features a father enjoying a new life after retirement with Boram Group and his son, Kang Ha-neul, looking on with pride. The ad reflects anticipation for a second act of life with Boram Group, in line with the active senior trend.
The commercial also reveals some of the services Boram Group will newly introduce. The horseback riding and golf enjoyed by the father in the video are among the "life curation" that Boram Group is preparing. It presents a new direction that goes beyond past steps to accompany customers in their second act of life. Going forward, as a first mover in the funeral service industry, Boram Group plans to continuously introduce leading services to improve customer satisfaction.
A Boram Group official said, "We selected actors Lee Sung-min and Kang Ha-neul as models because we judged that they possess both trust and approachability and can effectively convey the sincerity Boram Group pursues," adding, "This ad with the two new actors will promote the new brand direction of life curation and is expected to help the company approach customers with a friendlier and more trustworthy image."
Meanwhile, including the first TV commercial released on the 1st, Boram Group plans to unveil a total of four ads in succession. They include "There is Boram in a sibling's life," a story about a sister and her older brother bickering as they prepare for a wedding with Boram Group's wedding service; "There is Boram in our lives," a story about a son who had not been affectionate toward his mother finding comfort as he holds her funeral; and "There is Boram in my life," a story that recalls life's important moments and the reassuring feeling each time with Boram's help.