BTS x SMART: 3 Reasons Everyone's Excited For The 'Passion With Purpose' Campaign
In true Army fashion, a simple [yet cryptic] tweet by SMART Communications Chairman Manny V Pangilinan had everyone's hearts a-flutter and chatrooms buzzing. The brand had previously partnered with a few beloved South Korean artists like Park Seo Joon (What's Wrong With Secretary Kim?, Itaewon Class) and couple—on- and off-screen—Hyun Bin and Son Ye Jin (Crash Landing On You).
You asked for it, we’re giving it to you. Watch out for the event partnership of the year at 5PM ???— Manny V. Pangilinan (@iamMVP) January 18, 2021
So, when MVP hinted at a new campaign, with a purple heart nonetheless, many suspected that SMART would finally have BTS join the telco family. Why is it all so exciting? We venture a few guesses below:
BTS World Domination
BTS or Bangtan Sonyeondan (trans. 'Bulletproof Boyscouts'), have been more visible than ever. Gracing numerous magazine covers like the Wall Street Journal, TIME, Esquire, Rolling Stone and much more, you might be hard-pressed to find someone who hasn't heard of the South Korean group at all. Topping Billboard charts and breaking records left and right, RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook continue to make their mark in the world of pop culture and music.
Given their current stature, it might surprise some to know that the group had debuted back in 2013 and faced many difficulties early in their career. Thus, as BTS gained popularity worldwide, their fans (who answer to the sobriquet 'Army') have been supportive of their every venture. The group has also been credited for breaking glass ceilings for Asian representation in western and popular media; their visibility often translates as a win for those who have often been ignored in pop culture.
Perhaps the most significant recognition they've received as of late is a Grammy nomination for their hit single, Dynamite—no small feat as they're the first South Korean artists to receive a nod in the Recording Academy's 63 years.
All About K-Culture
It's no secret that Filipinos have been obsessed with South Korean pop culture for some time. We all have that friend who's lost precious hours of sleep slaving away to finish their latest K-Drama series. There's also no shortage of K-marts and restaurants to explore and enjoy.
SMART's partnerships with Park Seo Joon, Hyun Bin and Son Ye Jin came on the heels of their successful shows. Crash Landing On You, where the latter two starred as star-crossed lovers, has been well-received around the globe for its interesting premise, nail-biting screenplay, and stellar acting. So, it should come as no surprise that Filipinos are delighted to welcome BTS who are at the forefront of K-Pop right now.
Passion With Purpose
Of the partnership, SMART President and CEO Alfredo S Panlilio had this to share, “Aside from their remarkable talent, BTS emerged as the biggest band in the world because of their meaningful and uplifting music that brings hope and encouragement to fans especially in the bleakest of times. It is, therefore, a big honour to welcome BTS to the Smart family so we may inspire more Filipinos to find purpose in everything they do and ultimately live Smarter for a Better World".
BTS headlines the brand's ‘Live Smarter, Live with Purpose’ 2021 campaign in the Philippines, which looks to inspire Filipino youth to live their lives with passion and purpose.