After viewing the Korean Airlines commercials several times, I was interested in finding out who was behind the creative. I normally watch an ad, discuss it with my peers and family then forget about it until I see it again. But this time I felt the need to dig behind this intriguing ad campaign.

What captivated me about this commercial was the background music and the pleasurable emotions it exudes (I’m speaking on behalf of those who have seen it and agree with me).

The ad (which at first it looks like a typical fragrance commercial), features several esthetically appealing people each in a unique setting.  There is an element of provocative yet sophisticated edginess that makes this whole ad appealing. 

The music in the background is melodic and atmospheric which fits in with its overall appeal.  So after doing my research I discovered the track is called “Breathe the Blue” by Robert Matt. Normally I would recognize a track that is being used in a commercial either because I have it or I’ve heard it before somewhere else. Apparently this track was composed strictly for the “color of perfection” campaign.

Air Korea began this US$19 million campaign in August 2007 called “The color of perfection” This was their first global campaign in 37 years according to one of Korean Air’s campaign spokesperson Emily Cho.  

Did the campaign achieve what it intended to? Who knows…time will tell and ultimately ticket sales will determine that.  In the meantime, the Korean Airline ads is successful in creating a buzz. Even though provocative imagery and supermodels have NOTHING to do with this airline (not to my knowledge), I still could remember what was being advertised…a rarity these days.

Not a bad job for Korean Airlines who during the 1980’s suffered some negative publicity due to several tragic plane crashes.

I’d love to get my hands on the full version of that track!!