Cameras flashed. Reporters popped questions. Was it a flock of Korean movie stars? Partly. It was the director Park Kwang-hyeon, the actor Kim Joo-hyeon and the Australian actress Sarah Pope.
Everything looked like a typical scene from a press screening for a film. Don't expect a mult-theater release, however: The film was a 10-minute advertisement for Kia Motor.
Kia is not the first company to use long, cinema-quality advertisements. More companies are now hoping to turn advertisements into cinematic events, what they call "ad movies".
The ad for Kia's new Lotze sedan was packed with car chases, a handsome hero and devious villains. Kim plays a secretive agent code-named "L", who can steer his car using only mental commands. While being chased by the bad guys, he begins to lose his memories. He then escapes from his enemies and recovers his memory.
"The pictures and the scenario used in the ad were movie-quality", said Park Jeong-mi, a manager at Innocean, the advertisement compan...|
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