The Actyon and Actyon Sports Come Together with a Film for New Advertisements


- SsangYong Motor's new advertising and marketing technique that is based on a short film is gaining attention from the industry
- The new faces of SsangYong Motor: So Ji-seop, 'the man of Actyon Sports', and Lee Yeon-hui, the 'woman of the Actyon'

SsangYong Motor (CEO and President Hyung-Tak Choi; is releasing new advertisements for the entry-level SUV, the 'Actyon', and the SUT, the 'Actyon Sports'. The 'Actyon' and the 'Actyon Sports' have been continuously appealing to customers aged between 25 and 35 who place importance on their own unique lifestyle, by offering a dynamic and unique style and the best performance in their class. The new advertisements feature the popular actor So Ji-seop and actress Lee Yeon-hui.

SsangYong Motor earlier produced a special short film, the 'U-Turn', jointly with On Media. This short film consists of four parts, which are five minutes each. The film talks about destined love. The advertisements of the 'Actyon' and 'Actyon Sports' are each 15 to 30 seconds long, and are based on this short film. The new images of the products are thus being communicated through various cultural channels. SsangYong Motor was able to add sensible elements that meet the needs of young customers to the sporty image of the 'Actyon' and 'Actyon Sports.'

The advertisements are the creation of the producer Jang Jin, who is well known as an extremely talented young producer in Chungmuro (Korean version of Hollywood), and highly-skilled musicians Park Geun-tae and Hwi Seong. In the advertisements, actress Lee Yeon-hui is the 'woman of the Actyon', and So Ji-seop is the 'man of the Actyon Sports'.

Manager Kim Yang-u in charge of advertising in the Marketing Communication Team of SsangYong Motor said, "People easily forget advertisements because there are so many of them out there. However, if we create advertisements that have a storyline based on a film, then it has the effect of familiarizing target consumers to the brand. The advertising and marketing technique of the 'Actyon Sports' and 'Actyon' is a new attempt by SsangYong Motor to take a step closer to consumers."