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Global K-pop sensation BTS has always encouraged their fans to love themselves. One must have the courage to face life's challenges no matter how tough they get.
With this in mind, Smart Communications Inc. has released its long-awaited “Live Smarter, Live with Purpose” campaign made in collaboration with BTS. This marks Smart’s first partnership with the seven-member boy group managed by HYBE Corp., formerly known as Big Hit Entertainment Co. Ltd.
“BTS has won over the hearts of fans all over the world not only with their talent but also with their messages of hope and inspiration. On behalf of Smart, we’re very honored to have this partnership with BTS, which encourages the Filipino youth to keep their faith and pursue their passion and purpose, no matter what challenges lie ahead,” said Smart SVP and consumer wireless business head Jane Basas.
Shot in Seoul at the height of lockdown, the campaign features BTS’ most recent hits—the inspirational Life Goes On and record-breaking Dynamite. The songs provide timely and encouraging messages to Filipino ARMY amid challenging times.
Defy life’s challenges
The TVC features the members of BTS walking on seven iterations of The Penrose Stairs—a symbol of defying impossible situations and bearing powerful words to conquer 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 opens a book in the impossible stairways set with the words Keep Learning;
- j-hope dances on a dynamic disco set with the words Keep Moving;
- Jin goes up a garden stairway which features the words Keep Chasing your Passion;
- V is seen at a subway escalator with the words Keep Exploring;
- SUGA smiles while standing on a musical-inspired staircase with the words Keep Living Your Purpose; and
- Jimin stands by the building’s fire exit with the words Keep Connecting
“As the leading digital services provider in these crucial times, we 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 Smart president and CEO Alfredo Panlilio.
BTS also shared their thoughts on what it means to “Live Smarter, Live with Purpose.”
Jin reflects: “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.”
Purpose as life’s driving force
“When you have a purpose, you have a reason to live and it becomes your driving force,” j-hope says.
To this, 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 that’s passionate about creating music and performing around the world, staying in South Korea for more than a year has only made them look forward to better times.
“What makes us move forward is ARMY waiting for us,” SUGA shares, who is eager to see their fans face to face.
Meanwhile, Jung Kook has everyone’s best interest in mind. “I’ll be rooting for you. Please stay healthy.”
“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,” Jimin says.
Shooting the campaign also conjured up memories of the groups’ previous visits to the Philippines, mostly during their early years.
Band leader RM, alluding to the longingness expressed in their classic anthem Spring Day, says rather eloquently, “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.”
Editor’s Note: This article was provided by Smart Communications.