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The top Asian star BoA, who recently released her fourth album ¡°My Name,¡± and accompanied with unprecedented changes, was selected to represent GM Daewoo while receiving a huge guaranteed contract.
BoA recently signed a contract with GM Daewoo to produce three commercials for three months while receiving W300 million. In converting BoA¡¯s guarantee to a year, she will receive W1.2 billion, which also reconfirms BoA¡¯s status as a top advertising star.
While considering the value of GM Daewoo, which can be distinguished from other vehicle brands, GM Daewoo decided on ¡°Driving Innovation¡± as its PR slogan and searched which model would suit that catchphrase. In search for a person who reached his or her dreams while overcoming oneself through changes, the company unanimously selected BoA, who became the biggest star in Asia despite her young age.
Rather than dealing with the splendid image of BoA, the commercial will be focused on BoA¡¯s intentions and tears that helped her go through the uneasy processes without giving up from the age 12. With the catchphrase ¡°I knew from the age 12 that I would become weak if I cry,¡± the commercial will be in a documentary format showing BoA¡¯s efforts and activities from before her debut to her becoming a top star.
(Hwang Su-chul, midas@chosun.com )
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