Innocean's Genesis G80 ranks among top 10 most memorable Super Bowl ads
According to a survey released on Feb. 7 by global advertising agency VCCP and marketing consultancy Cowry Consulting, which surveyed 1,000 US adults, "First Date"—featuring Kevin Hart as an overprotective father—took fourth place, following advertisements from Budweiser, Doritos and Heinz.
It was also the only automotive advertisement to make the top 10 among those televised during the NFL championship.
American comic actor Hart portrays an over-the-top father tracking his daughter on first date, seamlessly highlighting the Genesis G80's location tracking feature. The well-structured storyline and humor resonated with audiences, leaving a lasting impression on US consumers.
In 2016, the commercial topped USA Today's annual Super Bowl Ad Meter, a key measure of consumer sentiment toward Super Bowl advertisements. It was the first time a commercial for either a non-US-based company or an automotive brand ranked first since the index was introduced in 1989.
With well over 100 million viewers in the US alone, the Super Bowl is widely regarded as the biggest advertising stage in the world, fetching a premium for the ad spots. Companies paid as much as $8 million for a 30-second slot at this year's Super Bowl.
'Great advertisements stay in consumers' minds no matter how much time passes. Innocean will continue efforts to showcase differentiated creativity in the global market,' said Innocean CEO Lee Yong-woo.
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Korea Herald
2 hours ago
- Korea Herald
[Kim Seong-kon] S.W.A.T.: 'South Korean Weapons and Tactics'
Whenever I want to relax these days, I turn on the TV and watch a Netflix series titled "S.W.A.T." In its depiction of daily incidents in urban LA, the drama makes me brood over our turbulent past, ponder our present predicaments and reflect on the future awaiting our children's generation. The protagonist Hondo, a SWAT unit leader in LA, constantly wonders: 'Is it possible for me to bring change to the world in which I live? Can I make a better society by risking my life fighting vicious villains? Can I really change the system?' He agonizes over what kind of tactics he must adopt to make a better police department and a better world. SWAT stands for 'Special Weapons and Tactics' used to fight crime in our town, city and country. The drama "S.W.A.T." has caught my attention because each episode deals with various problems in LA, a city of the American Dream for immigrants, diverse ethnic minorities and multicultural neighborhoods. LA is also well known for its freeway, where you can enjoy 'this illusion of speed, freedom, wind in your hair, unreeling landscape,' as Thomas Pynchon described in his celebrated novel, 'The Crying of Lot 49.' In fact, Pynchon perceived that the LA freeway resembled the veins that nourish America, and if someone were to inject a hypodermic needle somewhere in them, Americans would experience hallucinations, hypnosis and paralysis. When it comes to LA, people might also think of the police brutality during the arrest of Rodney King in 1991 and the ensuing riots in 1992, which ignited racist disputes in the so-called 'City of Angels.' The Rodney King incident has consequently evoked a fundamental distrust between minorities and the LA police. In addition, LA suffers from a range of crimes, as do other big American cities. Furthermore, in the series, LA is an emblem of America and ultimately a microcosm of the contemporary world in which we now live. The first episode of the drama begins with the fatal mistake of a white SWAT unit leader. While pursuing a white male suspect, he accidentally shoots and wounds a young Black bystander. Naturally, the African American community is enraged and protests strongly against the police. As a result, the SWAT leader resigns from the police force. The authorities then decide to appoint a Black sergeant, Hondo, as the new leader of the SWAT unit in an effort to save face and pacify the anger of the African American community. In the process, they bypass Sgt. Deacon, the white officer who was initially the successor to the leader who resigned. Thus, the first episode evokes the issue of DEI. DEI, which stands for 'Diversity, Equity and Inclusion,' has become controversial in the US, where conservatives question its validity. However, Hondo exhibits strong leadership qualities, extraordinary competence and an admirable personality, apparently justifying DEI. The issues and problems that 'S.W.A.T.' is dealing with are uniquely American, but at the same time, they are universal. They include racism, prejudice, white supremacy, nationalism, drug smuggling, human trafficking and issues within LGBTQ+ communities. The TV show also highlights instances of 'Robin Hood' crime, in which people steal from the rich to give to the poor. Just as LA and America are depicted in the drama, South Korea is also now suffering from many accumulated internal problems and serious external crises. For example, putting an end to the polarity and division of our society is urgent, and so is overcoming antagonism, hate and hostility among our politicians. While investigating hate crimes against other races, SWAT officer Chris asks Hondo, 'Where do you think this comes from? All the hate?' Hondo replies, 'I don't know, Chris. For some people, it's just the easiest way to feel, and it's infectious.' Our current moment of political populism also stirs hate and impetuousness. Getting over that is therefore imperative to make our society better. Meanwhile, we must find or invent our own 'special weapons and tactics' to properly and swiftly cope with the international crises lurking in our path. One of the SWAT rules is 'Only move as fast as you can shoot and never lose your control.' We must keep this in mind when we deal with national or international emergencies. In addition, instead of short-term solutions, we must pursue and come up with long-term solutions. Indeed, as Hondo says, 'Sometimes a short-term solution just creates a long-term problem.' While watching "S.W.A.T.," it occurs to me that we, too, urgently need a quick-reacting 'South Korean Weapons and Tactics' task force to effectively deal with the problems we now face, both internal and external. We must have the best weapons and superb tactics to survive the current crises and thrive in the years to come.
Korea Herald
13 hours ago
- Korea Herald
EV safety at center stage of global e-mobility forum in Jeju
As the global transition to electric mobility nears a tipping point, securing leadership in core safety technologies will determine whether Korea can emerge as a frontrunner in the future industry, experts said Tuesday at a global forum on green mobility. The Global e-Mobility Network Forum brought together industry experts, academics and government officials in Seogwipo, Jeju Island, to explore strategies for advancing Korea's electric mobility sector. The event hosted over a hundred attendees, including international delegates. The forum served as an official prelude to the International e-Mobility Expo 2025, which runs from Wednesday to Saturday in Seogwipo. 'With global competition intensifying, especially amid the rapid rise of Chinese battery and electric vehicle makers, innovation to enhance competitiveness is critical,' said Jung Chang-ho, head of battery performance development at Hyundai Motor Group. 'Hyundai Motor is addressing safety through a multilayered approach that integrates both hardware and software. With this technology, we aim to differentiate our batteries, underpinned by a fundamental commitment to customer safety.' Two other presenters — Park Yong-sun, director of the motor vehicle policy division at the Ministry of Land, Infrastructure and Transport, and Lee Jong-wook, mechatronics professor at Korea University of Technology and Education — also emphasized safety as a core pillar of electric mobility development. 'As battery-related fire incidents have been reported due to various causes, securing battery safety is now a crucial challenge directly tied to the technical credibility of electric mobility,' said Professor Lee. Electric vehicles, currently the fastest-evolving segment in e-mobility, are facing a slowdown in global demand, driven in part by public concerns over safety. High-profile fire incidents have raised alarm, affecting public trust in all types of high-voltage battery-powered mobility. In response, innovations are underway to enhance the battery system, including next-generation solid-state batteries and new pack configurations designed to improve thermal stability. Alongside such technological innovations, forum participants also explored broader safety strategies, including real-time vehicle-to-network communication that can alert emergency responders to potential hazards. Electric vehicle inspection infrastructure and battery certification standards were also highlighted as key measures. Following a discussion on e-mobility safety, which included the presenters and experts in law and media, the forum adopted a communique. It called for stronger links between policy and technological innovation, enhanced international cooperation and a shared response to the challenges of electrification, and the creation of a sustainable e-mobility ecosystem.
Korea Herald
a day ago
- Korea Herald
GM Korea's labor dispute intensifies over possible walkout, facility sale tensions amid US tariff woes
An ongoing labor dispute at GM Korea, the South Korean unit of General Motors, has escalated as the union secured the legal right to strike following a breakdown in wage negotiations, sources said Monday, fueling concerns that the American auto giant may scale back its production in South Korea amid the threat of US auto tariffs. According to the sources, the National Labor Relations Commission earlier in the day suspended its mediation of wage negotiations between GM Korea's management and the union, citing deep differences in the positions between the two sides. The suspension legally allows the union to begin collective action, intensifying a standoff already marked by widespread worker opposition to the company's plan to sell GM's South Korean service centers nationwide and unutilized facilities at its plant in Bupyeong in Incheon, west of Seoul. The union has demanded the withdrawal of the asset sale plan as a precondition for the wage negotiations. In a vote carried out last month, 88.2 percent of GM Korea's 6,851 union members voted in favor of a walkout, the highest approval rate for a strike in the union's history. The dispute comes amid mounting anxiety over the possibility that GM could reduce or eliminate its South Korean manufacturing footprint if the United States maintains its 25 percent tariffs on auto imports, part of a policy pledge of US President Donald Trump during his reelection campaign. GM Korea exports approximately 410,000 vehicles annually, with about 85 percent of those shipments headed to the US. On the wage front, the union is demanding a monthly base salary increase of 141,300 won ($103) and a performance-based bonus of 41.36 million won per worker. In contrast, GM Korea's management has defended its restructuring plan, informing employees of its intent to gradually sell the company's service centers and dispose of low-utilization facilities. The company says customer support will continue via its 386 partner service centers in the country and that employees at the affected sites will retain their jobs. A union spokesperson said unless the company withdraws its sale plans, labor will hold internal discussions to raise the intensity of its actions, adding, "We are keeping all options open." (Yonhap)
