Motor company SsangYong is embracing its roots by proudly carving a niche with a new ‘Boldly Korean’ campaign.

The campaign, created by BWM, focuses on Korean pride with references to K-pop, Taekwondo and table tennis.

Brent Jewell, national sales and marketing manager at SsangYong, said: “BWM understood the need to reposition the Ssangyong brand to ensure that full advantage was being taken of the brand’s Korean heritage.”

“Being manufactured in Korea is something that should be celebrated and a statement of pride. Today, ‘made in Korea’ is synonymous with great quality, cutting edge technology and funky hip design. This new campaign will ensure that Ssangyong takes ownership of this valuable space.

“Driving a Ssangyong is a symbol of that pride. This new campaign will appeal to people who are proud to be fashionably different and want a car that reflects their personality.”

The first 30-second TVC (below) is designed to position SsangYong as a vibrant contemporary brand for people who “expect the best and who want a car that will make a bold statement”.

Four 15-second commercials introducing different models will launch over the coming months.

Rob Belgiovane, executive creative director at BWM, said: “Leveraging K-pop culture is a bold move for Ssangyong and a fresh approach for any foreign car brand in Australia.”

Credits: Client – SsangYong Dinesh Chinnappa – General Manager for New Ventures Brent Jewell – National Sales and Marketing Manager BWM – Creative Agency Rob Belgiovane – Chief Creative Officer Thomas Manion – Creative Director Zac Pritchard – Copy Writer Moensie Rossier – Planning Director Liz Nunan – Agency Producer Richard O’Rourke – Board Account Director Gemma Burcher – Senior Account Manager Production Exit Films – Production Company Pete Moore – Director Peter Knowles – Production Company Producer Method Studios – Post Production