The Marithé François Girbaud ad campaign featuring Cha Eun Woo and Go Youn Jung has achieved an impressive feat, amassing 17 million cumulative views in just 10 days.
Since the initial teaser was released on the 9th, the campaign has set online platforms ablaze, dominating portal sites, community forums, and social media.
Directed by Yukwanggoeng, known for his detailed aesthetic and lyrical touch, the campaign has been praised for its cinematic quality, with many likening it to a short film. The sleek mise-en-scène, paired with the emotional nuance between the two stars, added depth far beyond the typical fashion ad.
Riding the wave of the campaign’s popularity, the brand has released a full 60-second version through its official YouTube channel and Instagram.
The extended cut includes never-before-seen footage not featured in the original 15- and 30-second spots, highlighting the subtle emotional beats as the two characters call out each other’s names.
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