Kpop Boy Band BTS Pitches Banking to Korean Millennials in Spot for KB Bank

In an effort to reach out to South Korean millennials in an increasingly competitive banking and financial services market, Kookmin Bank (KB), the country’s largest, has tapped Kpop boy band BTS as brand spokespersons for a new ad campaign.

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In the colorful, fast-paced, (and at times acrobatic) one-minute film promoting KB Star Banking, we see the group performing their 2016 hit Blood, Sweat & Tears telling viewers that KB is faster and more convenient while also telling consumers to “run run run” for higher profits.


You get the idea.

The campaign features two 16-second spots and a full-length version:


The campaign also has a Liiv version highlighting the KB app.

Liiv, which was launched in 2016, stands for “life-styling, integrated, interesting and valuable.”

Doesn’t exactly roll off the tongue, but makes the point.

KB signed BTS in January of this year as brand spokespersons. According to a statement from the bank published on AllKpop.

“The core of KB Kookmin Bank’s brand is the mindset that the ‘Korea Best’ could become ‘Global Best’. BTS will surpass the campaign meaning of ‘#1 in Korea’ that Kim Yuna and others had in the previous year and re-format it to fit the new year.”