A Smarter Choice

Leading telco ropes in Korean star Son Ye-jin to join Hyun Bin as international celebrity ambassador

The secret is finally out. Smart has confirmed that South Korean actress and Crash Landing On You lead star Son Ye-jin is now part of its growing list of big celebrity endorsers.

In a virtual event on Monday, Smart introduced the 38-year-old screen star as its latest endorser two months after the telco unveiled her CLOY co-star Hyun Bin as its first international ambassador.

CRASH LANDING, TOO. South Korean superstar Son Ye-jin is the latest addition to Smart's growing list of big celebrity endorsers. 

A few days before the official launch, Smart took to social media to reveal a six-second teaser, which features a female riding a motorcycle through the city and arriving in front of a modern infrastructure. Fans were quick to assume that the mystery bike rider is none other than the popular Korean star.

In a virtual presser in June, a Smart executive said that they would be getting more Korean endorsers after signing Hyun Bin. Smart president and CEO Al Panlilio said, “Captain Ri is lonely if he’s alone, right?”

This left many CLOY fans reeling on hopes that the person Panlilio was referring to was Yoon Se-ri, the love interest of Captain Ri and played by the popular actress.

According to a Smart executive, Son Ye-jin is accomplished and sophisticated yet she's very simple making her the perfect choice to represent the brand. 
“Son Ye Jin’s appeal is undeniable among Filipinos who have been swept by the Korean wave, and we are thrilled to fulfill their wish. This is one way of supporting the Hallyu passion of our customers, who put their trust in our network so they can binge-watch the latest K-dramas, stream K-Pop hits, and stay updated on their K-idols online,” said Jane J. Basas, Senior Vice President and Head of Consumer Wireless Business at Smart. 

“More than this, we know Son Ye Jin embodies the Smart Signature brand as it simplifies the postpaid experience so customers can make their mark in their career or passion,” she added. 

Son Ye-jin made her debut on television in the series Delicious Proposal in 2001 and went on to star in veteran filmmaker Im Kwon-taek’s film Painted Fire (2002).

She rose to fame in romance-themed films and television series such as The ClassicSummer ScentA Moment to Remember, and April Snow

She has won acting recognition for her versatility in diverse genres, notably in Alone in LoveMy Wife Got MarriedThe PiratesSomething in the Rain, and the 2016 films The Truth Beneath and The Last Princess.  

In Smart’s latest TV ad, Son Ye-jin confidently rides a motorcycle and navigates the city through the fast lane, alluding to the prioritized, worry-free, and elevated lifestyle that Smart Signature provides its customers, powered by the country’s fastest mobile data network. The ad also powerfully ends with Son Ye Jin affirming, “Simple. Smart Ako.” 

“’Simple, Smart Ako' gave us a clear guiding principle when it comes to serving our customers – that is, to make amazing experiences and cutting-edge technology simple and accessible to every Filipino. We are embracing this same approach as we commit to simplifying the postpaid experience so our postpaid customers can enjoy a Signature lifestyle,” Panlilio stated. 

Just like Hyun Bin, Son Ye Jin signed a one-year contract with Smart to represent its Signature campaign.
Prioritized, worry-free, and elevated lifestyle 

With Smart Signature, subscribers are prioritized to get first dibs on new technology and mobile innovation as well as the latest digital content. The recent launch of Smart 5G as a commercial service is proof of this as the initial phase covers provision for all Smart Signature customers, who can now enjoy blazing-fast data speeds on Smart 5G-certified devices at select Smart 5G spots in Metro Manila. 

With its well-designed plans, Smart Signature also keeps postpaid subscribers worry-free when it comes to connecting with family and friends, or staying online for work, play, or entertainment. Smart Signature caters to different lifestyles by offering SIM-Only or Device Plans that come in S, M, L, and XL. Each plan features generous data inclusions starting at 5 GB for only P999 per month to up to 60 GB for only P2,999 per month, so customers can go from virtual work meetings to streaming the latest K-dramas on their phone with ease.   

Smart Signature also delivers an elevated lifestyle for loyal customers, who can enjoy perks and rewards through points earned via MVP Rewards, among other unique experiences and privileges awaiting subscribers throughout the year. 

Country’s fastest mobile data network 

Smart Signature is powered by Smart LTE, which has been recognized by third-party analytics firms as the country’s fastest mobile data network. 

Ookla, the global leader in internet testing and analysis, cited Smart as The Philippines’ Speedtest Awards Winner for mobile network speed during Q1-Q4 2019. To win this award, Smart achieved a Speed Score™ of 17.40, with average speeds of 19.62 Mbps for download and 9.45 Mbps for upload. 

On the other hand, Opensignal, an independent mobile analytics firm, reported in its April 2020 Mobile Network Experience Report for the Philippines that Smart remained ahead of the competition in terms of Video Experience, Upload and Download Speed Experience, Voice App Experience, Games Experience, and 4G Availability.   

Make your mark with Smart Signature now! Learn more about the Smart Signature Plan perfect for your lifestyle at Sign up as a new subscriber, or upgrade your current Smart Postpaid Plan at Smart Stores nationwide or the Smart Online Store at

Topics: Son Ye Jin Smart commercial
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