New BTS ad’s message: ‘Live Your Passion with Purpose’
The seven BTS members walk up and down seven iterations of The Penrose Stairs — symbolic of defying impossible situations — bearing wise and powerful words that defy life’s challenges
Superstar pop group BTS has a new TV commercial (TVC) for Smart’s latest campaign dubbed “Live Your Passion with Purpose.”
Shot in Seoul, Korea, amid the Covid-19 lockdown, the TVC is set to two of BTS’ most recent hits — the inspirational “Life Goes On” and the record-breaking hit “Dynamite.”
It provides the music score to a timely, encouraging message to Filipino ARMY members during the Philippines’ most challenging time.
The TVC has the seven BTS members walking up and down seven iterations of The Penrose Stairs — symbolic of defying impossible situations — bearing wise and powerful words that defy life’s challenges:
Jung Kook goes up and down a staircase which appears to represent the entrance to a recording studio with the words “KEEP INSPIRING”; RM is seen opening a book in the impossible stairways set with the words, “KEEP LEARNING”; j-hope is dancing in a dynamic disco set with the words, “KEEP MOVING; Jin goes up a garden stairway set with the words, “KEEP CHASING YOUR PASSION”; V is seen at a subway escalator with the words, “KEEP EXPLORING; Suga is in a musical-inspired staircase set with the words, “KEEP LIVING YOUR PURPOSE”; and Jimin is at a building’s fire exit with the words, “KEEP CONNECTING.”
BTS also shared their thoughts on what it means to “Live Your Passion with Purpose.”
Jin says, “Smart decisions have always been important to us and seem to have produced good results for us. I will encourage you (to live smarter and live with purpose) so you can only walk the path of happiness.”
“When you have a purpose, you have a reason to [live] and it becomes your driving force,” says j-hope.
V adds: “No matter how many times you fall, don’t give up and challenge yourself to break (big walls) in your life.”
For a group whose passion and purpose are to create music and perform around the world, staying put in South Korea for more than a year now has only made them look forward to better times.
“What makes us move is the ARMY waiting for us,” Suga says, eager to see the fans when face-to-face is possible again.
Jung Kook has everyone’s best interest in mind: “I’ll be rooting for you. Please stay healthy.”
Says Jimin: “We know very well that you are always sending us messages through social media, uploading videos that cover our songs and dances, and participating in competitions.”
Shooting the TVC also revived memories of BTS’ previous visits to the Philippines, mostly during their early years.
BTS leader RM, alluding to the longingness expressed in their song “Spring Day,” says: “It’s been a while since we met with ARMY and everyone in the Philippines. Let’s meet soon after this long winter is over. I miss you a lot.”
“BTS won over the hearts of millions all over the world not just with their talent, but also with their messages of hope and inspiration. On behalf of Smart, we are very honored to have this partnership with BTS that encourages the Filipino youth to keep their faith and continue pursuing their passion and purpose no matter the challenges the lie ahead,” said Jane J. Basas, SVP and head of Smart Consumer Wireless Business.
“As the leading digital services provider in these crucial times, we at Smart are committed more than ever to make it simple and easy for Filipinos to go all out on their passions and fulfill their purpose,” said Alfredo S. Panlilio, Smart president and CEO.
The partnership also marks Smart’s first collaboration with the Grammy-nominated artists’ management, HYBE, formerly known as Big Hit Entertainment.
#SmartBTS “Live Your Passion with Purpose” can now be seen online via Smart’s Instagram and Twitter (@livesmart), as well as Facebook and YouTube (Smart Communications).