Smart Launches New Campaign with Hyun Bin as new Endorser

After a few days of ad teasers on social media, the cat is out of the bag today as SMART officially announced its new Campaign “Simple, Smart Ako” with South Korean Superstar Hyun Bin. This is the first time a local telecoms company has tapped a South Korean superstar 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.

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.”

Here’s the Smart Hyun Bin TVC:

“’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. Smart draws from its history of innovating the simple things that are life-changing – from making mobile phones accessible to ordinary Filipinos, pioneering groundbreaking products such as Smart Load and Pasaload, to democratizing mobile Internet along with its massive 3G and 4G network expansion.

“We are embracing our role as a digital lifestyle enabler that keeps innovating to make the life our customers simpler. Now that the world becomes more and more complicated, we believe that what matters most in life are the simplest things,” Panlilio adds.

So why was Hyun Bin chosen as SMART’s newest Ambassador?

“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,” says Jane Basas, SVP and Head of Consumer Wireless Business at Smart.

“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.

“Filipinos are some of the warmest fans in the world, and I am thankful to Smart for giving me a way to reach out to everyone in the Philippines. Indeed, Smart has brought us closer than ever,” says Hyun Bin, who first won the hearts of Filipinos in 2005, when a local TV network aired a Tagalog-dubbed version of his romantic comedy drama, ‘My Name Is Kim Sam Soon.’

Due to the current pandemic situation, Hyun Bin is unable to make a visit to the Philippines but SMART assures that it will happen once it’s already safe.

Meanwhile, let us share with you a BTC of Hyun Bin’s SMART’s TVC which was also shown in the online press con earlier:

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

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