[Sponsored Report] SK animates business innovation

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[Sponsored Report] SK animates business innovation

Published: 23 Jul. 2014, 21:38

Images from SK Innovation’s animated commercial depict the company’s major businesses. Provided by the company

SK Innovation’s new advertisement is successfully catching the public’s eye. The advertisement was released last month on televisions and was printed in newspapers with colorful images that convey the company’s slogan: “Innovating Innovation.” Depicting images of the past, present and future, the advertisement’s narrative tells a story of major businesses and the kind of innovation taking place.

The company used a colorful but rare 3-D animation on a white background for its television commercial to tell the story of its business. First, three dinosaurs representing the past transform into oil drums. Next, images of oil refineries tell the tale of today’s oil consumption. The images describe what would happen if the world runs out of oil: cars would run on batteries, coal would be used to produce oil and carbon dioxide would make plastic.

These images are accompanied by a soft-spoken speaker narrating how these images relate to the company’s business, which brought changes to many conventional ideas. Although Korea lacked natural resources, SK Innovation, the holding company of SK Group’s oil and energy affiliates, cultivated oil technology and made the country an energy-exporting country. The company continues to generate original ideas for a better future. For example, it is now making plastic materials with carbon dioxide.

According to a company official, the advertisement focused on making an interesting and readily understandable introduction of their businesses, such as crude oil exploration, electric car batteries and carbon dioxide-made plastics, which could be boring topics to the general public. Members of TVCF, the largest commercial review site of the nation, praised the commercial.

“The animated movie caught my attention and made its contents, which could sound boring, interesting,” said a TVCF user.

Another user on the website remarked that the commercial’s storytelling was also very unique and helped to make the commercial comprehensible.

Since 2011, the company has been introducing the company’s identity with catchy phrases such as “Thinking is Energy” or “Innovation is where question is, ASK Innovation.”

“SK Innovation will continue to present interesting and groundbreaking advertisements,” said Lee Hang-soo, the company’s public relations official.

By Kim Young-shin [yskim11@joongang.co.kr]