SM C&C's advertising institutional sector said on the 27th that it unveiled a new ad for Dong-A Pharmaceutical Co.'s Bacchus, "Please listen, Bacchus."
The ad focuses on how the generation that once led youth has become Generation X, now shouldering responsibilities at work and at home. It offers emotional comfort that what those enduring the fatigue piling up at the office and at home need is not physical recovery, but the strength to move forward.
The ad uses "I Know" by Seo Taiji and Boys and "We Are" by Deux, songs that represent Generation X's youth. With familiar music, it evokes memories and emotions from that time and focuses on rekindling the passion and energy that had been forgotten over the years.
The campaign consists of two spots that capture the reality of Generation X in office life: "executive briefing" and "all-around Head of Team." It cheerfully portrays Generation X fulfilling responsibilities in their roles, overcoming crises, mustering courage, and moving forward.
The main copy, "Please listen, Bacchus," carries both the meaning of asking people to "listen" to the music and to "lift and drink" Bacchus.
Won Hyeong-jin, Head of Team at SM C&C, said, "The generation that once shouted youth and energy with Bacchus and overcame limits has now become office workers bearing the heaviest sense of responsibility as the backbone of society," adding, "We planned the campaign to help Generation X surge forward once more."
A Dong-A Pharmaceutical Co. official said, "Bacchus has been able to expand its role beyond a fatigue recovery drink to a brand that awakens passion, youth, and a spirit of challenge," and noted, "Marking the 63rd anniversary of its launch this year and nearing cumulative sales of 25 billion bottles, we plan to continue expanding experiences as a national brand that spans all generations."