Korea Tourism Organization (KTO) has released a new promotional advertisement 'Korea, the Age of Imagination' to time with the release of the new Hollywood blockbuster Avengers: Age of Ultron.
The new comic hero style KTO advertisement was devised to boost Korea's brand image as a tourist destination in relation to the filming of the Avengers sequel in Seoul. Avengers: Age of Ultron was shot last year in various areas of Korea including Sebitseom (also known as Floating Island Seoul), Hangang River, Digital Media City (DMC), and Gangnam-daero Boulevard.
The film premiered in Australian cinemas last week and is expected to be seen by huge audiences worldwide. Aussie heartthrob and Avengers star Chris Hemsworth stars as the superhero Thor in the movie.
The new advertisement offers a look into the unique lives and culture of Korea such as the 24/7 food delivery service, nightlife of Seoul, traditional food and art, and the haenyeo (women divers) of Jeju Island.
KTO decided to introduce heroes who represent Korea’s culture and tradition. These heroes are neither K-pop superstars nor famous actors. They are actually far from the spotlight. They are real masters who are superbly skilled at diverse cultural assets of Korea.
For example, portrayed as a black mermaid in the commercial, Kim Jae-yeon is a haenyeo who follows in the footsteps of her mother and grandmother as she dives into the deep waters for shellfish with no breathing equipment. Against Seongsan Ilchulbong Sunrise Peak, a famous volcanic crater in Jeju Island, Kim emerges from the sea like a mermaid. Thick rustic black full-length bodysuits and old-fashioned goggles are symbols of Jeju Island and the strong women of the island. Kim says, “haenyeo preserve the sea and Mother Nature, we coexist in it. I would like to keep my work and save the heritage.”
The people featured in the advertisement are masters of Korean culture and lifestyle:
- Chef and traditional Korean food researcher, Shim Young Soon, (referred to as “Madame Shim” in the ad) has devoted more than 35 years of her life to developing and enriching Korean cuisine.
- Jinmyung, a traditional Korean percussion group, reinterprets traditional folk music for younger listeners. In the commercial, the group performs a splendid ribbon spinning dance in Suwon Hwaseong Fortress, a UNESCO World Heritage site of Korea.
- The electronic band IDIOTAPE introduces itself as “the idiosyncratic triad hotwiring Seoul’s live club circuit.” And like they say, you will get a glance of the nightlife of Seoul, a city that never sleeps.
- In Korea, you can order food whenever, and wherever. Food delivery men (“D-man” in the commercial) are easily spotted on their scooters on the streets of Korea.
Claudia Kim (Korean name Kim Soo-hyun), a Korean actress who plays the role of Dr. Cho in Avengers: Age of Ultron, narrates the commercial. Claudia Kim explains that “the crew and actors of the movie were so amazed when filming in Korea.” And “I’m very excited and grateful to have been given the opportunity to introduce the hidden heroes of Korea who have contributed to making Korea a better place, and who also represent well Korean culture and history.”
You can view the 30 second and extended 1 minute 30 second versions at the following links:
- 30sec version - https://www.youtube.com/watch?v=_4-slWw26gQ
- 01:30 version - https://www.youtube.com/watch?v=xoeYr_T75BQ
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