Korean Air launches global campaign ‘For life on a whole new scale’

Creative agency HS Ad produced three versions of the TV commercial due to air across the globe.

HS Ad has partnered with production companies Velvet in Munich, IF in Los Angeles and Open in Seoul. The entire production took over five months and was shot in seven locations. The campaign is supported by executions in print, outdoor and digital channels.

Korean Air has taken a big step in changing its long running slogan since 2007 ‘What Korean Air is made of’. The new global push aims to emphasise the airline's attention to detail in customer service and range of destinations.

The new ads are said to have retained the old sophisticated image mixed with a more lively tone. Each scene in the commercial has been designed to create a visual impact.

Cho HyunMin, corporate communications and integrated marketing team manger at Korean Air, mentions the new campaign is both extraordinary and original. “I was very impressed when I saw the final product. This is exactly what we wanted for the airline and we're sure the audience will feel the same,” she said.

HS Ad along with Cheil Worldwide holds the Korean Air creative business following a review in 2009.

Korean Air is Korea's flagship carrier.

Regional version for Asia:

Global version:

European version: