Smart Drops Most-awaited BTS Campaign For The Filipino Youth: Keep Believing You Can Change The World
It sends out a timely and encouraging message amid trying times.
Smart Communications, Inc. released its long-awaited “Live Smarter, Live with Purpose” campaign for Smart Prepaid headlined by the world’s leading pop icon, BTS, today, April 22. This marks the group’s first-ever endorsement of a Filipino brand and heralds Smart’s first collaboration with the Grammy-nominated artists managed by HYBE, formerly known as Big Hit Entertainment.
“BTS won over the hearts of millions all over the world not just with their talent, but also with their messages of hope and inspiration. On behalf of Smart, we are very honored to have this partnership with BTS that encourages the Filipino youth to keep their faith and continue pursuing their passion and purpose no matter the challenges the lie ahead,” said Jane J. Basas, SVP and Head of Consumer Wireless Business at Smart.
In a virtual press conference, Basas revealed that the partnership took seven months to be finalized, and that the campaign was shot in Seoul at the height of the global lockdown, so the Smart team had to oversee it virtually. She mentioned that throughout the 10-hour shoot, all seven BTS members -- RM, Jin, Suga, J-Hope, Jimin, V, and Jung Kook – remained professional and maintained their lighthearted attitude.
The campaign is set to two of the band’s most recent hits—the inspirational “Life Goes On” followed by the record-breaking hit “Dynamite” —appropriately providing the score to a timely and encouraging message to Filipino ARMY during this most challenging time.
“As the leading digital services provider in these crucial times, we at Smart are committed more than ever to make it simple and easy for Filipinos to go all out on their passions and fulfill their purpose,” said Alfredo S. Panlilio, Smart President and CEO.
BTS also shared their thoughts on what it means to “Live Smarter, Live with Purpose.”
Jin reflects, “Smart decisions have always been important to us and seem to have produced good results for us. I will encourage you [to live smarter and live with purpose] so you can only walk the path of happiness.”
“When you have a purpose, you have a reason to [live] and it becomes your driving force,” says j-hope.
To this, V adds, “No matter how many times you fall, don’t give up and challenge yourself to break [big walls] in your life.”
For a group whose passion and purpose are to create music and perform around the world, staying put in South Korea for more than a year now has only made them look forward to better times.
“What makes us move is the ARMY waiting for us,” SUGA shares, eager for when seeing fans face-to-face is possible again.
Meanwhile, Jung Kook has everyone’s best interest in mind: “I’ll be rooting for you. Please stay healthy.”
“We know very well that you are always sending us messages through social media, uploading videos that cover our songs and dances, and participating in competitions,” says Jimin.
Shooting the campaign also conjured up memories of the groups’ previous visits to the Philippines, mostly during their early years. Band leader RM, alluding to the longingness expressed in their classic anthem Spring Day, says rather eloquently, “It’s been a while since we met with ARMY and everyone in the Philippines. Let’s meet soon after this long winter is over. I miss you a lot.”
Watch the Smart Prepaid “Live Smarter, Live with Purpose” below: