Will Anyband succeed without Hyori?
Cell phone company Anycall’s highly successful “Any” series of ads — Anystar, Anymotion, Anyclub — is out with a new project. (The “any” refers to an inclusive, “anyone can be a star!” kind of motto.) And this time, they’re doing it without the face of their three highly successful prior campaigns, poptart superstar and failed actress Lee Hyori.
The fourth segment in the “Any” series comes in the form of the recently announced “Anyband” project group, made up of kpop (and jpop) idol Boa, Epik High’s rapper-songwriter Tablo, jazz pianist Jin Bora, and Xiah Junsu from boyband Dong Bang Shin Ki. (Tablo joked at the press conference, “I’m the ugliest member!” Aw.)
With that mix of artists, it’ll be interesting seeing what Anyband comes up with. Even if they do it without Anycall’s queen bee Hyori.
I find the whole Anycall promotional model interesting, odd, annoying, and probably brilliant. Korean CFs (commercials) are heavily powered by big-name celebrities and have gone beyond mere product promotion — they call it “branded entertainment.” You can call it an elaborate, expensive and star-studded ad, or a short film sponsored by product placement. (For instance, the Anymotion commercial is really more of a short film, long even for a music video at a whopping seven-plus minutes with its own narrative story.) It’s a mix of “art” and “commerce” (heavy on the commerce) that takes advertising to a whole new level.
Hyori and Eric in the “Any” series music videos
Watch Hyori’s Anymotion video featuring Eric of Shinhwa:
Anyclub video with Hyori, Eric, and Kwon Sang Woo:
Anystar with Hyori and Lee Junki: