Lee Hyo-ri stars in commercial for first time in over decade

K-pop

Published: 05 Oct. 2023, 16:22 Updated: 05 Oct. 2023, 16:59

Lee Hyo-ri stars in commercial for first time in over decade

A teaser poster for Lotte On's advertisement campaign with singer Lee Hyo-ri [LOTTE ON]

Lee Hyo-ri starred in a commercial for the first time in over a decade.

Internet shopping platform Lotte On released a video teaser on Wednesday for its advertisement campaign with Lee Hyo-ri, featuring the singer wearing a red jacket and smiling while holding a mobile device at the end.

The video has hit nearly half a million views as of Thursday.

The company said "the advertisement campaign with Lee will deliver a message that shoppers' wishes and fantasies will come true at Lotte On."

"To enhance the brand reputation and consolidate our position as a premium retailer, a huge amount of effort has gone into directing and casting to target women in their 30s to 40s," the company added.

The campaign will launch on Oct. 16 on social media and online platforms.

In 2011, as an animal rights advocate, Lee said she will no longer be part of advertisements for products and companies that go against her values.

"Strictly speaking, I cannot do advertisements for pizza, chicken, ramen and leather-made clothing. Cosmetic brands should not do animal testing," she said at the time.

In July, however, Lee said in an Instagram post that she is "willing to do advertisements again," asking companies to contact her agency for potential endorsement deals.

Lee Hyo-ri's Instagram post announcing she will do endorsement deals again attracted companies leave comments on the post, asking her to be a part of their advertisement campaigns. [SCREEN CAPTURE]

The post became a center of attention in the advertising industry, with multiple companies asking her to be a part of their advertisement campaigns.

BMW Korea left a comment on the post that reads, "Chitty Chitty BM BM," referencing her 2010 hit song "Chitty Chitty Bang Bang" (2010). Fried chicken franchise Norang Tongdak even their changed their Instagram acount's name to "Tongdak & Hyori." KakaoPay, online payment platform, commented on the post, "Should we wire you money right now?"

Lee said she decided to do endorsement deals again to earn more money to donate during an appearance on comedian Shin Dong-yeop's YouTube channel.

Lee is also scheduled to release digital single "Hoodie E Banbaji" on Oct. 12. Banbaji in Korean means shorts.

Her agency Antenna Music said the single will show "Lee Hyo-ri's charms that never change despite changing times."

BY JUNG SI-NAE [lee.soojung1@joongang.co.kr]