YouTube ad ‘The Power of Color’ unveiled, featuring singer Jang Kiha as its model
Featuring stories of communities transformed by KCC Paints, including Purple Island in Shinan-gun
Global applied-materials chemical company KCC (CEO Jung Jae-hoon) has unveiled a new paint commercial through its official YouTube channel, ‘KCC TV.’ As part of the ‘Power of Color’ project that KCC has been carrying out since the start of this year, the ad brings on board singer Jang Kiha, who is beloved by many fans for his unique sensibility and charm.
Opening with Jang Kiha dancing in a hip style and delivering his lines to viewers as if rapping—“Alright, let me tell you an amazing story”—the commercial sets off with the intriguing sense of anticipation created by the meeting of KCC and Jang Kiha. The power of Jang Kiha, who carries the narrative along as if singing with restrained copy and his signature style, resonates all the more strongly in tandem with his long-ago song <Why So Surprised?>. Like watching a single music video, it is more than enough to captivate viewers with images of islands and communities being transformed by the power of color. At times he throws out a seemingly out-of-nowhere narration—“I did it”—and at other times song lyrics such as “Don’t you know I’m someone who gets it done once I set my mind to it?” follow naturally, giving the feeling of listening to an entire song.
The commercial emphasizes the power of color to change the world, showing how a small change that began with paint breathed new vitality into a stagnant island region and even transformed the lives of its residents. The matter-of-fact narration, “Why so surprised,” once again reminds viewers of the astonishing transformations that color has brought to these islands, and paradoxically shows that such remarkable changes will continue going forward. KCC believes that when its paints are used throughout local communities, they create positive change, and that this change can ultimately benefit those communities. For this reason, the company plans to continue this as a long-term project to change the world with the power of color. This year, KCC is developing collaborative marketing with Shinan-gun, rolling out not only the advertisement but also a variety of social media events.
In particular, this commercial is meaningful in that it boldly casts aside the gag and humor codes seen in previous KCC Paints ads—such as the ‘Rainbow-like Office’ edition featuring Ryu Seung-ryong and the ‘National Team Balladeer’ edition featuring singer KCM—and instead focuses on color, the very essence of KCC Paints, and its influence.
Jung Min-gu, head of KCC’s Brand Communication Team, said, “We expect this commercial, created together with the distinctive and musically talented singer Jang Kiha, to be a unique collaboration where the color of KCC Paints meets music,” adding, “It reflects KCC’s commitment to creating many stories that bring positive change to local communities through the power of color, and we will continue to take proactive steps so that many communities can take part together.”