Film / Television
20110920_seoulbeats_jyj_kimhaesu

Another Failed CF: What is 1&1?

16
Written by On September 21, 2011

A few days ago, cosmetics brand Missha, released a new CF for their “1+1 Event”, starring DBSK’s Yunho and Changmin and actress Kim Hye Soo.  This wonderful number ultimately equated to twenty seconds of HoMin wearing painfully ugly leather ensembles standing behind the fairy queen Kim Hye Soo.

Ironically, Kim Hye Soo is getting criticized for being 41 years old and wearing a ‘revealing’ dress at the head of a two insanely hot young men.   She has the figure and more power to her if she flaunts it.  Case closed.

The bigger issue with this CF is the failed attempt to convey any sort of coherent messaging about the product or the event.  I’m tired of seeing another marketing ploy sprinkled with eye candies to grab attention, but at least I was able to have a good laugh while watching another disastrous CF.

For viewers you haven’t seen the video above, please save yourself 20 seconds of awkwardness.  And for those who had to sit through the poorly made CF, can you please help me answer the following questions.

  • Why do Yunho and Changmin look so mean?
  • Why is Kim oblivious to two men creeping up behind her?
  • And why does Changmin look so awkward and uncomfortable?

 

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  • TropicalGuppie

    EHHH!??

  • Jaimepicardy

    Unfortunately I can’t answer the writer’s questions because I’m too distracted by my own:

    1) How the hell is that 41 years old?? Seriously. I even googled the actress thinking “Surely that must be a typo, right?!”. She looks damn good for her age (which I understand is probably plastic surgery but still. That’s a talented surgeon)

    2) Am I supposed to know what cosmetics I’m being pitched? Is it BB cream or something? Because overall I feel like I’m supposed to be buying plant food or something.

  • Oh Ji’s Ho

    1. They probably look so mean because they are mad at their managers for sticking them in this crap CF
    2. She is too busy crying from apparent allergies
    3. See answer to number one

    As for her ‘revealing’ dress…uh, the boys are working just as much, if not more, man cleavage so they are all guilty of the cardinal sin of showing too much collarbone.

  • http://twitter.com/alianessa Alia Nessa Utami

    Changmin just looks so damn awkward these days (except for W Korea photoshoot and airport pictures, ROFL). And especially in that fugly Missha CF AND standee (have you seen the standee, gosh, my Changmin stan heart can’t take the awkwardness of the whole photoshoot). Changmin (yes, Changmin only) also looked hella awkward in Shilla Duty Free cards (yet I still spazzed at it =.=”)

    But since he get rid off that oldskool highlight, and goes back to his Purple Line hair (except when they performed B.U.T., the stylist seemed to love styling him as a 70year old ahjussi), he started to get his awesomeness back. just…… I can’t even with Changmin’s stylist AND himself. He never looked that awkward during 2009, LMAO. Excessive schedule?

    And believe me, I’m a super hardcore Changmin stan who would scream when I see him biting his lips or displaying his beautiful fingers T.T

  • http://hangukarly.tumblr.com triumelephantly

    I love that they just keep looping the part that says “MAAAAX”

  • braveviet Le

    I don’t understand why they complained about Hye Soo, she always wears those revealing dress. She is known for her sexiness and she got hired for that. They are all professional here, why do people have to care about Homin standing behind Hye Soo and looking at her boobies? it is business. why do they look so mean and Hye Soo oblivious of 2 men behind because they themselves don’t really understand what the CF concept is all about. Each of them just tried to act on their own to the extent of their understanding. The awkwardness is from the confusion. Thus there is no chemistry among them. The CF time is too short and low pace to convey anything. 
    BUT I personally think it is not all the CF is about. This short version might be just a start to cause a curiosity. I reckon there is another longer version to explain this.
    I really hope so. Otherwise it is totally failed CF 

    • http://twitter.com/alianessa Alia Nessa Utami

      Yes, there will be indeed a longer CF, this is like, only the introductory CF or such LOL. Still failed tho.

  • http://twitter.com/purplepuzzle19 Tina Lu

    haha i’m totally with you!!! i think the mean look ==> charisma. not the first time that kpop stars got those 2 concepts confused lol 
    as for question 2: i don’t think they’re creeping. they don’t seem to notice her….. even though she’s extremely gorgeous!!! 

  • benny

    It looks like he’s got boobs and that has got to be one of the worse cosmetics adverts I’ve seen; what were there budget issues? I thought it was for a drama

  • http://twitter.com/MonicaDBSK Monica

    I don’t get what is being advertised in this cf. And homin just doesn’t fit in the overall picture.

  • snow

    that’s it, i’m swearing off missha. 

  • Oneonlyblondie

    Shouldnt the main question be: wat r they selling? the cf doesnt tell us anything

  • Anonymous

    there are appropriate scenarios where you insert that kind of song and this is not it
    they looked gay >< 
    tvxq started out manlier than jyj but it's switching now.  

  • windyalchemist

    o.O My best guess would be that they are selling food for flowers (either that or perfume) Augh! Why is Younho just standing like that? ( that’s why I think they are angry :P) As for why Kim oblivious? I’m not so sure-I would be freaking out if I had two hot guys standing by me :D I think Changmin looks like that because he really IS uncomfortable with this commercial lol.  What a strange commercial.

  • Wasabi Seaweed

    My thoughts exactly! Wth are those leather contraptions, hair, makeup, and song doing in a meadow of flowers?!? It’s ironic that netizens complain about her dress… since she’s the only one who actually looks like she fitted in the picture! As much as I like DBSK, I will not be buying makeup (presumably) from this store, flowers maybe, but not makeup if I end up looking like that.

  • OnlytheFacts

    “Ironically, Kim Hye Soo is getting criticized for being 41 years old and wearing a ‘revealing’ dress at the head of a two insanely hot young men.   She has the figure and more power to her if she flaunts it.  Case closed.”
    The fact that the fandom was critical of her age is an indicator of the huge failure of this CF.   MISSHA is a cosmetics company whose core product line contains products for Anti-Aging.  So the fact that she is 41 looks this good and if she is using MISSHA then she’s doing something right.  MAYBE  that was the message they were trying to convey?   OR was it  If use MISSHA I can attract young men and be a “cougar”?   In  MARKETING 101  the key question is always.. Who is my target market?  If much of MISSHA’s product line is Anti-Aging products… then is HOMIN’S fanbase my target market?   Will the average Cassie see this ad and run to the MISSHA website and spend $50- $125 to purchase the “Time Revolution Anti-Aging Kits?” Or is it just another opportunity for the fandom to say “Oh my oppa is soo sexy!”    The ad asks Why Missha and then never answers the question, because there is no storyline and the MISSHA product is never shown even once.  Just purely from a business and marketing perspective CF fails on many levels.