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  • Writer's picturePete Villalino

‘Inevitable’ Pairing: Hyun Bin and Son Ye-jin Power Up Smart’s 5G Campaign with Ben&Ben Music

Son Ye Jin and Hyun Bin in a new TVC, their first project together after ‘CLOY.’

More to expect from Smart’s 5G campaign pairing the now K-drama power couple Hyun Bin and Son Ye-jin with an Inevitablepart two of their TVC coming soon, a live virtual event being worked on in the next couple of weeks, and a possible visit to the Philippines soon!

In an online press conference, Smart Communications confirmed there would be a sequel to Hyun Bin and Son Ye-jin's TV commercial promoting Smart Signature, the Philippine telecommunication company's line of postpaid plans.

Hyun Bin and Son Ye-jin proved that they’re not just among the biggest stars in Korea but worldwide, becoming household names in the Philippines after releasing the hit K-drama series, Crash Landing on You.

Jane Basas, SVP and head of Consumer Wireless Business at Smart, said it best when she said, “K-culture permeates culture.” She also talked about how the collaboration came together, giving us a glimpse of the behind-the-scenes, and saying they were worried about the shoot’s possible leaks. But in some ‘divine intervention’, a snowstorm helped keep it a secret, successfully bringing the two together. She also revealed that they initially didn’t intend for them to pair up. In fact, #BinJin officially went from reel-life couple to real-life couple on January 1, 2021, roughly a month after they agreed to the proposal for the joint TVC in mid-December last year.

This lucky ‘coincidence’ came to fruition on February 14—just in time for Valentines’ Day to highlight Smart's 5G rollout. To top it up, they brought in one of the biggest OPM bands right now, Ben&Ben with their new single “Inevitable”, an original dedicated for the campaign that “tries to describe the nature of fate and how all our actions somehow lead us to some better place that is destined for us,” said lead singer Paolo Benjamin.

Just like in the lyrics, Smart’s move to bring Hyun Bin and Son Ye-Jin along with Ben&Ben gives a wonderful feeling we don’t have to chase but moments we should just let happen.

Last year, Smart launched two of their biggest campaigns ever, ‘Simple, Smart Ako’—which reignited their commitment to making it simple and easy for every Filipino to access and enjoy life-changing technology. Now they’re taking subscribers further into the future with the new Signature 5G plans.



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