Hyun Bin stars in Smart’s ‘Simple, Smart Ako’ campaign

This is a press release.

Captain Ri has landed in the Philippines! Well, sort of.

Smart Communications launched its new campaign, ‘Simple, Smart Ako’, featuring Hyun Bin, who recently swept local and international viewers of his handsome portrayal of Captain Ri in the drama, “Crash Landing On You”.

This is the first time a local telecoms company has tapped a South Korean artist to be the face of its brand and is a bold statement for Smart as it asserts its commitment to bring amazing experiences to Filipinos through digital technology.

‘Hyun Bin Phenomenon’

In an exclusive online launch and press conference, SVP and Head of Consumer Wireless Business Jane Basas shared that the idea of casting Hyun Bin was “natural and it would have been crazy not to do it”, referring to the massive response of Filipinos to “Crash Landing On You”.

Executives from Smart readily answered some questions from the media. (Clockwise, from top L-R) Alfredo S. Panlilio, Smart President and CEO and PLDT Chief Revenue Officer; Jane J. Basas, SVP and Consumer and Head for Consumer Wireless Business; Lloyd Dennis R. Manaloto, VP for Corporate Marketing and Strategy; and, Ramon R. Isberto, PLDT-Smart First Vice President and Public Affairs Head

“The ‘Hyun Bin Phenomenon’ is pretty much due to digital technology –  Filipinos have developed the craze because they are able to stream his shows, hear the buzz about him online, share their excitement with their friends, and even get to interact with him through social media This makes him a perfect ambassador for Smart as we empower Filipinos with technological solutions made easy so they can enrich their daily life and pursue their passions,” she adds.

Of course, the big question is: “When is Hyun Bin coming to the Philippines?” The answer is: “Definitely, he is coming, but with no definite date yet.”

‘Simple. Smart Ako.’

In Smart’s latest TV commercial, Hyun Bin rides a sports car and zooms past the city streets – a fitting reference to the blazing speeds by which Filipinos can enjoy their daily dose of entertainment powered by Smart LTE and Giga Promos. The ad strongly concludes with Hyun Bin delivering Smart’s new tagline in Filipino, “Simple. Smart Ako.”

“’Simple. Smart Ako’ sums up our company’s approach all this time to make amazing technology available, and more importantly, simple for every Filipino,” says Alfredo S. Panlilio, Smart President and CEO and PLDT Chief Revenue Officer.

Interestingly, the shoot was done entirely remotely. “Working with HB’s [Hyun Bin] team was surprisingly simple and easy, because they understood the challenges we were facing (monitoring remotely and producing there),” shares VP for Corporate Marketing and Strategy Lloyd Dennis R. Manaloto. “Surprisingly, like his character Captain Ri, he and his team did not make a lot of fuss… They were very diligent and professional.”

When asked if Smart is looking into getting more South Korean endorsers, Smart President and CEO and PLDT Chief Revenue Officer Alfredo S. Panlilio answered that it could be a possibility.

Giga Life for everyone

These citations are a result of the continuous network expansion and upgrade of Smart on its mobile data network, which now supports a wide range of Giga Promos catering to the different passions and needs of customers.

Smart offers Giga Video for subscribers who want to binge-watch the latest K-dramas, online shows and series, and Giga Stories for those who love sharing their experiences with friends and loved ones on social media. 

Smart also offers Giga Games for avid mobile gamers, and Giga Music for those who want their daily dose of tunes and podcasts, and Giga Work for easy access to a wide range of productivity apps to make work and school life simpler and more convenient.

In addition, Smart customers can expect exclusive Smart and Hyun Bin merchandise in the days to come.

Smart customers can register to Giga promos by simply dialing *123#.

Know more about Smart’s promos and services by following Smart’s official accounts on Facebook at www.fb.com/SmartCommunications, Twitter and Instagram at @LiveSmart.

Cheska De Ocampo
Cheska considers herself a 24/7 writer as she writes professionally and voluntarily. Having the opportunity to join KStreetManila, she combines two of her loves – writing and Korean culture. Her Spotify playlist consists majority of GOT7, but she is willing to listen to other genres and artists.

Similar Articles



Please enter your comment!
Please enter your name here

Follow Us




Most Popular

WOODZ talks about Filipino fast food and McSavers Meals

On April 11, soloist WOODZ (real name: Cho Seungyoun) did a quick V-Live broadcast called Meme. At the 12:32 mark, a fan asks the singer...

BGYO reveals fan club name + to sing “He’s Into Her” OST

During a KUMU broadcast on April 9, P-Pop group BGYO revealed their fandom name. On behalf of the group, leader Gelo unveils that the...

Viu PH launches Tagalog-dubbed K-Drama

Starting November 20, Tagalog-dubbed K-Dramas can be streamed on video streaming platform Viu! Viu, a leading pan-regional OTT video streaming service operated by Viu International...

What's On KStreetTV