Hungkuk Ssangyong Fire and Marine Insurance debuted a new ad on Monday that stars the late "Emperor of Comedy" Lee Joo-il. "He was a great comedian, simple and unsophisticated, who could make people laugh and cry. The commercial was designed to appeal to viewers' hearts," the company said.

Chung Ju-young, the late founder and chairman of Hyundai Group, appears in a corporate ad for Hyundai Heavy Industries. The ad, which has been on air since Feb. 6, shows Chung lecturing at ChoongAng University in 1986. "The late chairman was a true pioneer and challenger. We tried to relay that image in our corporate ad," the shipbuilder said.

KTF, the nation's no. 2 wireless operator, attracted attention last year by casting the late Paik Nam-june, the world-renowned video artist, in a commercial for its Show 3G mobile service.

So what's the thinking behind this new ad strategy? Kim Dong-seop, a senior researcher at Welcomm Marketing Research Institute, explained, “The appearance of dead celebrities creates a documentary-like feel, touching the hearts of those who remember them. That helps to attract people's attention.”

Cheil Communications, South Korea's leading advertising agency, noted, "These ads communicate the passion and commitment of those who became leaders in their field. This can be a great advertising tool, and that is why many companies are showing interest in these ads."

(englishnews@chosun.com )