The long straight line of the sky-high apartment fills the screen.
Without the appearance of a famous model, horizontal and vertical lines intersect on a screen filled only with black and white.
It is a TV commercial scene of 'd.c. (THE H), a premium housing brand released by Hyundai Construction on the 16th.
The d.c. TV commercial, which was first introduced in four years after launching the d.c. brand in 2015, mainly used a cold straight line rather than a soft curve.
It is an intentional 'device' to emphasize the scarcity that is different from ordinary apartments and to deliver strict standards of d.c., which includes location and service.
d.c. It was held for two days on the 30th and 31st of last month at the Gwapo-dong d.c. Honor Hills (Gapo Jugong 3 complex), which started moving in for the first time among the complexes.
The first scene overlooking the Gapo Neighborhood Park was filmed on the 8th floor of 318 buildings where the park view is possible.
In addition, the integrated community center and the landscape specialist Professor Jung Wook-joo of Seoul National University participated in the underground first floor 'Heritage Garden' and d.c.
The type was also vertically arranged instead of the easy-to-read width, highlighting fresh and discriminatory Imagery.
The advertisement does not feature a famous model, which is the opposite of the one that featured actor Ko So-young during the Hill State commercial in 2006. That's how confident the apartment itself, Honor Hills, is.
A Hyundai Construction official said, "We decided that it is strategically good not to use the model in order to emphasize the message of d.c., which is the only perfection in the world."
Hyundai Construction plans to promote the 'real' of the premium brand d.c. through TV commercials and then concentrate on online marketing such as YouTube.
On the other hand, the famous 'man' model is put on the front to promote the brand.
Dongbu Construction introduced a TV commercial for 'Centreville' on the 9th. Top star actor Jung Woo-sung appears as a model in the advertisement that started in nine years since 2010.
"We have highlighted the Image of a premium apartment where Jung Woo-sung, the top model, lives," said an official from Dongbu Construction. "We have shown the life of Jung Woo-sung and exposed the centerville at the end to highlight the luxurious Image."
It also seeks to transform Image into a TV commercial.
Hanwha Construction launched a new brand 'FORENA' to replace 'Dream Green' and launched TV commercials to raise awareness.
Forrena, which means 'connect' in Swedish, focused on bringing Hanwha Construction's will to create a new residential culture through the connection of people and space in TV commercials. It will set up a major message, 'Live as NA, live as FORENA', and use 'NA' to strengthen brand awareness.
Taeyoung Construction, which has been running TV commercials for 13 years, is changing its 'Desian' logo and concentrating on strengthening its brand.
An official of Taeyoung Construction said, "The copy of becoming a design company is not a brilliant design but a solid and detailed design." "We will strengthen brand Image and awareness."
Construction advertising has been hidden on TV since the market itself was reduced due to the direct hit of Construction Kyonggi due to the financial crisis caused by the subprime mortgage crisis in 2006.
Since the amount of pre-sale is insufficient and it is not enough to advertise TV, only the pre-sale advertisement has been carried out mainly on radio media.
In recent years, however, Constructions have been showing TV commercials because consumers' brand preferences have increased.
This is because customers' brand 'preference' cuts the success or failure of the business Soo-Joo in the situation where there is little difference in the ability of the housing Construction technology of large Constructions.
A Construction official said, "When the business is Soo-Joo, what brand the Construction has is important for the Soo-Joo performance." Some unions also ask the company to create a premium brand at all for the Soo-Joo Construction. "
Another Construction official said, "The market itself has decreased due to the sluggish Construction Kyonggi, but consumers' preference for premium brands is increasing." This is why Constructors are selling TV ads to promote brand Image. "
Hyundai Construction, without model, is on the front of actual apartment. Dongbu Construction is a top model Jung Woo-sung, emphasizing premium Image. As premium brand preference increases,