Will Anyband succeed without Hyori?
by javabeans
Cell phone company Anycall’s highly successful “Any” series of ads — Anystar, Anymotion, Anyclub — is out with a new project. (The “any” refers to an inclusive, “anyone can be a star!” kind of motto.) And this time, they’re doing it without the face of their three highly successful prior campaigns, poptart superstar and failed actress Lee Hyori.
The fourth segment in the “Any” series comes in the form of the recently announced “Anyband” project group, made up of kpop (and jpop) idol Boa, Epik High’s rapper-songwriter Tablo, jazz pianist Jin Bora, and Xiah Junsu from boyband Dong Bang Shin Ki. (Tablo joked at the press conference, “I’m the ugliest member!” Aw.)
With that mix of artists, it’ll be interesting seeing what Anyband comes up with. Even if they do it without Anycall’s queen bee Hyori.
I find the whole Anycall promotional model interesting, odd, annoying, and probably brilliant. Korean CFs (commercials) are heavily powered by big-name celebrities and have gone beyond mere product promotion — they call it “branded entertainment.” You can call it an elaborate, expensive and star-studded ad, or a short film sponsored by product placement. (For instance, the Anymotion commercial is really more of a short film, long even for a music video at a whopping seven-plus minutes with its own narrative story.) It’s a mix of “art” and “commerce” (heavy on the commerce) that takes advertising to a whole new level.
Hyori and Eric in the “Any” series music videos
Watch Hyori’s Anymotion video featuring Eric of Shinhwa:
Anyclub video with Hyori, Eric, and Kwon Sang Woo:
Anystar with Hyori and Lee Junki:
Tags: branded entertainment, CFs, Lee Hyori
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1 plumangel3
November 7, 2007 at 12:09 PM
i cant wait to see Junsu in Anyband ^^
i wonder what they're gonna do now with them.
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2 rocketfuel
November 7, 2007 at 12:17 PM
so basically, korean commercials are becoming more like those Korean ballad music videos where's it's basically a movie in a span of 3 to 5 mins. I've always considered commercials as another form of entertainment that sells an idea and a way of life....but Korea is taking it to the next level since there's even hype and previews for a commerical.
Maybe I should move to korea........
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3 infiniti512
November 7, 2007 at 1:54 PM
With his wit, clever delivery, and his adorkable acting on Nonstop 5, Tablo is easily the best looking of the group!
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4 mary
November 7, 2007 at 2:53 PM
wow i'm really offended that the shoplifters and guys chasing her in the first video of course are black! it's not like they didn't have to go out of their way to cast that or anything!!! but holy crap Eric is hot, it makes me even want that song. You are soooo on with the brilliant.... 'branded entertainment", that's great.
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5 AudHepFan
November 7, 2007 at 2:59 PM
The full CF for Anyband is uploaded at Tag Story
http://www.tagstory.com/video/video_post.aspx?media_id=V000113559
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6 Sherry
November 7, 2007 at 3:20 PM
I love how the bad guys in Anymotion are black. Because you know, all black people are bad.
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7 Bored therefore I Blog
November 7, 2007 at 5:21 PM
I have followed through the 'any' series, so it'll be interesting how this turned out to be...perhaps having one without Hyori will be a refreshing change...
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8 shannon
November 7, 2007 at 7:14 PM
I'm more upset at the black men who decided their roles in the CF were appropriate.
These men just keep reinforcing the stereotype (especially in Asia) that black people are either thugs or entertainers.
( or maids like in the Jdrama "Hana Yori Dango")
ANYWAY! I loved all the other "Any" songs , so I can't wait to hear this one.
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9 Marzy
November 7, 2007 at 7:25 PM
Exicted for this one! i loved anymotion the best! next for me was anyclub.. i didnt really like anystar.. (obvious not a junki fanatic).. but yeah this new one with tablo and junsu is wow!! they will do a good job im sure.. the soundtrack for this is cool too..
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10 Jo
November 7, 2007 at 8:02 PM
as I have said before, I don't think Hyori is pretty, and I don't know why all Korean MCs always say that she is the most "beautiful woman in Korea".
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11 shannon
November 7, 2007 at 8:14 PM
"as I have said before, I don’t think Hyori is pretty, and I don’t know why all Korean MCs always say that she is the most “beautiful woman in Korea”."
Jo, I feel the same about Kim Tae Hee.
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12 varms
November 7, 2007 at 8:35 PM
I've watched all three videos some time back and I thought they were all brilliant! I didn't like Hyori prior to watching this, I saw her acting in Three Leaf Clover before I found out she was some super sexy pop singer and my eyes nearly fell out of their sockets! I was that surprised! The 'Any' music videos/commercials are fabulous! I love all the dancing and the storyline unraveling behind it all... I applaud Samsung for this... And when I see the star studded cast, I can't help slapping the nearest person to me, "Look look look!!! It's Eric Moon! Here's Lee Jun Ki! Golly, is that Kwon Sang Woo's hair?!"
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13 addicted
November 7, 2007 at 9:20 PM
My SamSung is defective. I've owned it for four years, never once did Eric Moon lend me his coat nor did Kwon Sang Woo send me a pretty dress nor did Lee Junki go camping with me. I must had purchased the AnyYouwish model.
Love the new "Any" cast. Tablo especially. *fangirl sigh*
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14 coffee whore
November 7, 2007 at 9:29 PM
The Anymotion one reminded me of Honey. cough...not that I've seen it or anything. hahaha
hmm...I suppose these commercials are working. Personally, I think they're brilliant! Which little tween girl wouldn't want a phone Hyori has? I'm going to assume Hyori doesn't really "sing" during her concerts because who the heck can when she's moving her torso like that :)
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15 kimmi
November 7, 2007 at 10:32 PM
How EXCITING.
I love Tablo anything. =]
Also, "haha" to Addicted, "AnyYouwish" model.
Clever.
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16 rocketrascal
November 7, 2007 at 11:39 PM
i HATE people wearing glasses when they so clearly never have and will never need to wear them. they should become myopic through spite.
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17 dee
November 8, 2007 at 12:39 AM
"I saw her acting in Three Leaf Clover before I found out she was some super sexy pop singer and my eyes nearly fell out of their sockets! I was that surprised! The ‘Any’ music videos/commercials are fabulous!" -12 varms
- ya, i saw her in that drama too. i found out she was a star afterward too!! I was so surprised, her acting wasn't as bad as ppl depicted. the 'Any' concept is so brilliant !! People watch it for the star and the music but then when they want to get a phone they'll think of anycall. I saw the new "anyband" video, it's good and different from the ones before in term of the story/plot. The new video is a bit less exciting then the ones before. After I listened to Lee Hyori in anystart, anyclub and anymotion I wanted to watch those again but after listening to anyband, I was like"it' gud," but I wasn't that in to it. I like the way they dressed and how they actually advertised the phone a bit more than before (in anystar and...). i hve a samsung u-600, the thin slide phone in white (one of the ultra-thin edition), it was normal to me at first but after watching these CFs i appreciate my phone more.
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18 dee
November 8, 2007 at 12:42 AM
o ya, did lee hyori really get a nose job? do a lot of korean actresses do that? so i started to like her less when i heard about his. i think small eyes/ one lid eyes r beautiful so need for surgery.
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19 ripgal
November 8, 2007 at 1:31 AM
I haven't seen the latest Any yet..but I will, since the faces are fresh. No more Hyori anymore YAY! (she appears in every single Any.. too boring)
I loved Anyclub..cos Sang Woo' s inside haha. But I thought the whole video was really nice and it fitted with the catch song. Anymotion was alright.. Anystar was confusing, didn't like it..but the song was nice.
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20 Aivoxora
November 8, 2007 at 1:44 AM
Your taste is kinda similar to mine. I do find these extended CF a bit annoying because they are too long, but interesting at the same time. Well, I love the cheography though.
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21 infiniti512
November 8, 2007 at 6:23 AM
Mary and Shannon, if the Black actors would not appear in that role, then the writers and casting agents would get the hint and change the way they are depicted. But of course, if those guys turned down the role, there would be someone else, just wanting to be on tv, that would take on that role. I noticed it while watching Hana Yori Dango, and also when I just finished Hana Kimi that the criminals in America were always huge scary Black guys.
It's just the same as the women in music videos that are degraded as objects. If they didn't agree to that, then there'd be no video. The only way to change these opinions is to not feed into it but unfortunately, I don't see it happening any time soon.
Ok, I'm done.
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22 rocketfuel
November 8, 2007 at 7:09 AM
....but than again, black people give asian hip hop artists enough street cred to be cool even though they sing about "ooooh, baby I miss you." Asians are just as capable of being hollywood towards ethnic groups as Hollywood is towards Asians and our flied lice, small pricks, and fake nails.
I don't get why people keep on making beauty seem like it's complicated. A good looking woman is a good looking woman. Hyori and Kim Tae Hee are both good looking women. If you don't get why people consider them "the most beautiful women" it's because people have an opinion that floats their boat. Whether or not you can understand why is such a waste of time because it's pretty much like debating why they love vanilla and you don't. Plus, those two women are the Barry Bonds of Korean entertainment....which is why they get the most coverage. If you don't get the hype, then at least understand in which context....even if your opinion is different from theirs.
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23 infiniti512
November 8, 2007 at 9:27 AM
So true Rocketfuel!
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24 Javabeans
November 8, 2007 at 9:54 AM
I wonder if perception of beauty has a significant gender divide. Guys are much more able to freely admit a woman is beautiful purely based on looks. Women, on the other hand (I find), are more swayed by other factors, like perceptions of whether the woman "deserves" the label of THE MOST BEAUTIFUL, etc, as well as personal judgment, bias, envy, etc. It's not pretty but it happens. Frankly I find Hyori and Kim Tae Hee (for example) gorgeous, but I have a really strong dislike for Hyori because I don't think her talent-to-looks ratio is high enough to merit the overwhelming amount of attention she attracts. It's the Britney effect. So I know I'm biased when I look at her and occasionally think "geez, she's not really THAT pretty"... but when I'm being honest I can admit the girl's a looker.
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25 rocketfuel
November 8, 2007 at 10:21 AM
The only similiarity between Hyori and Britney is that they make do with what little talent they have. But I at least get a sense that Hyori isn't going out of her way to make herself bigger than anything or anyone. She does what she has to make money and works with her staff in concepts and images that make her seem "slutty."
I just think people buy too much into her "whole sexiness" when all it is a marketing tool. I doubt it's who she is...but that's why people find her to be a turn off. Britney on the other hand....well, she creates story based on lack of character. With Hyori, they make up stories over what she wears to make it seem she has no character.
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