Cover Photo: SMART

In the latest video by SMART Communications, Crash Landing On You's Hyun Bin and Son Ye Jin star together in a campaign since revealing their off-screen relationship

Early this year, Korean news outlet Dispatch announced that Crash Landing On You leads, Hyun Bin and Son Ye Jin, were officially a couple. Having starred together in the hit movie The Negotiation in 2018, their on-screen chemistry was always undeniable. 

Come 2019, the world fell in love with their characters on the Netflix series Crash Landing On You. Playing star-crossed lovers North Korean Captain Ri Jeong Hyeok and South Korean CEO & heiress Yoon Se Ri, Hyun Bin and Son Ye Jin's acting chops had audiences worldwide pining for more after each episode. Their star power and the show's intriguing premise brought both actors' popularity to new heights.

 

'Inevitable' Campaign

Telecommunications company, SMART, launched a new campaign entitled 'Inevitable' bringing together the co-stars for their first project after the Dispatch announcement. In a private virtual roundtable, Hyun Bin shared that shooting the campaign was quite challenging. “I remember it snowed a lot on the day of the shoot. Still, [it] was fun despite the cold weather," the actor related. In fact, Son Ye Jin had difficulty arriving at the shoot location due to the snowfall. Nonetheless, the pair worked hard to produce a captivating video. 

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Hyun Bin Phenomenon

The 'Inevitable' campaign comes on the heels of Hyun Bin's earlier partnership with the brand. Having joined the telco family in early 2020, Hyun Bin became a household name in the Philippines seemingly overnight. Since his breakthrough role in the 2005 drama, My Name is Kim Sam Soon, he has been known to be one of South Korea's highest-earning actors. Since Hyun Bin's signing with SMART, the telco company has continued to become synonymous with K-culture in the country, subsequently adding Son Ye Jin, Park Seo Joon, and BTS to their roster of ambassadors.

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What's To Come

During the interview, SMART revealed that the pair is slated to visit the Philippines as soon as conditions allow. For the time being, Son Ye Jin shared, “I may not be able to meet you all in person but I’m very happy that I can greet you through this video. Last year was a difficult year for everyone. I sincerely hope you become happier this year. I hope to see you soon. Stay healthy until then”.

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A sequel to the video is soon to be released too. Until then, re-watch your favourite Crash Landing On You episodes on Netflix or check out the pair's other drama series like Hyun Bin's Secret Garden (2010) and Memories of Alhambra (2018) or Son Ye Jin's Something in the Rain (2018). 

Check out the 'Inevitable' campaign video here: