Korean Air has launched a new global advertising campaign. The new campaign, entitled “For life on a whole new scale”, features all new commercials on TV, print, outdoor and digital channels.

The new ads are being introduced on the heels of the phasing out of the current campaign “What Korean Air is made of”, which was launched in 2007 and will draw to a successful close later this month.

The new ads not only are evocative of the inspiring qualities that infused the airline’s earlier commercials, but also brings to the fore the vast network served by the airline worldwide. The new TV commercials include a global corporate version and a more sales-driven version which highlights some of the key destinations in its network.

Emily Cho, Head of Korean Air Integrated Marketing Communication team, said, “The commercials are truly extraordinary and totally original. When the finished product was shown to me it really blew me away despite the fact that it was exactly what we asked for. I’m sure it will be a treat for viewers everywhere.”

The new creative advertising campaign is global in scale all the way right down to the production level. A collaborative team of HSAd, a leading agency in Korea, and creative production companies Velvet (Munich), IF (Los Angeles), and Open (Seoul) worked together for nearly 5 months and filmed in 7 locations. The ads were starred by Thai models, edited in Germany, rendered in Los Angeles, and sound mixed in South Africa.