Chapter 77: Building a Shield

"What is this now."

I stared blankly at the disconnected phone after Min Doyoon’s bewildering proposal.

【I saw your ad copy, by the way. You really have a unique sense. I was very impressed.】

At first, the conversation flowed very smoothly.

It started with praise for the post I wrote on Dahye’s PSY World, then went on about how the sponsored company’s sales had slightly increased and Dahye’s recognition had improved a lot.

It seemed the conversation would continue uneventfully.

【So, here’s the thing. I really value your skills, so I wanted to make a proposal. We’re working on a new advertisement right now, but we don’t have any ideas that really stand out. I was wondering if you could write a compelling ad scenario for us?! Of course, you’ll be compensated for it. How about it? This could be a great addition to your writer’s portfolio?!】

That is, until this came up.

I couldn’t hide my disbelief at his sudden request to write an ad scenario.

【If you make a refrigerator ad that’s really stylish and sensuous, I’ll definitely reward you.】

Being asked to do something completely unrelated to me made my composure collapse in an instant.

Then, on a whim, I asked, “Will you really do anything I ask?” just to check.

【What? You want us to support your little sister? And you don’t want compensation for yourself?! Hmm, fine. Let’s do it.】

If a reputable company had her back, the path for Dahye—who was pursuing modeling and acting—would open up even wider.

It would also help ward off any unwanted attention from strange people.

“Well, I said I’d do it, so I’ll do it. Still, I can’t shake off this confusion.”

I never imagined the post I wrote for Dahye would come back to me like this—a boomerang in such a strange form. How did writing and advertising end up overlapping like this, that I’d get such a request...

I agreed to do it, but it felt like I had dug my own grave.

“He values freshness and sense…”

That meant he’d be expecting the same from the advertisement.

It’s like writing an introduction or a cover blurb for a piece—something I’ve done countless times, but this was my first attempt at an actual advertisement, so I had a lot to think about.

“The new work isn’t urgent right now, so let’s focus on this.”

I’d already decided not to publish the new novel as a book, but to post it on ‘Fantasy Life’ instead, so I had plenty of time. The reason was simple.

I was planning to advertise that all my novels would be available for free online, as a way to attract more readers.

Since money was no longer my metric of success, I wanted to create an environment where as many people as possible could read my work.

“What makes for the best advertisement?”

With the 2002 Korea-Japan World Cup just ended, companies would want to use that for their ads. Especially, they’d want to use football players who achieved great results as models to boost their company’s image.

“What am I doing, bringing this trouble on myself, tch.”

I spent some time researching what kinds of ads companies wanted and which kind would suit LN Electronics.

“Ugh!”

Lately, all I could think about was refrigerators.

It was a symptom that started as soon as I got the advertising request from LN Electronics.

Expressing refrigerators stylishly in an ad turned out to be harder than I’d thought.

A refrigerator is a machine that speaks with its technology: freshness, freezing power, deodorizing system, storage capacity, and so on.

It’s all about numbers and specs.

But numbers can’t evoke emotions.

If I wanted to show freshness, I needed something that looked fresh, and to express coldness, I needed a scene that symbolized chill.

I drew a circle on an A4 memo.

As I thought of the most direct symbol of “coolness,” I found myself writing “Coca-Cola.”

“Most people probably think of the word ‘refreshing’ when they see a Coke ad. Same with ice cream ads.”

Hmm, is it really necessary to feature only one company’s product in a single ad?

What if we included Coke, got some advertising funds from the cola company, and made a joint ad? Wouldn’t that be good for LN Electronics too?

With those thoughts, I started working on the refrigerator’s image.

The refrigerator could make the Coke stand out, but conversely, the Coke could be used to emphasize the refrigerator. These images formed in my mind.

And then, one image appeared.

The Arctic.

In the white, frozen landscape, the Taeguk Warriors are looking for Coke. When they finally find it, the Coke is frozen solid, impossible to drink.

They want to drink it, but the can is frozen shut.

But the Taeguk Warriors don’t get discouraged. They search the Arctic again.

That’s when something cuts through the sky!

With dazzling lights, an LN Electronics refrigerator appears.

The door slides open.

Inside, there’s Coca-Cola, chilled to the “perfect temperature,” but not frozen.

Fresh vegetables are a bonus.

The Taeguk Warriors, delighted, grab the Coke and drink with a big “Kya—” sound.

Anyone can make something cool. But only an LN refrigerator can create truly fresh coolness.

“Not sure how they’ll take this, but I don’t think it’s bad.”

I wondered if this twist would grab consumers’ attention.

The Republic of Korea showed a unified spirit for the first time during the Korea-Japan World Cup.

So if a company could show that same spirit, wouldn’t it be good for introducing products?

First, the synergy with the Coca-Cola brand: among colas, Coca-Cola is iconic.

Just partnering with them would make the ad feel “premium.”

Since Coca-Cola’s ads are seen globally, LN Refrigerators would have a chance to gain “global brand appeal” as well.

Second, an emotional take on refrigerator technology: normally, refrigerators are all about specs.

But if this ad can clearly convey precise temperature control and the ability to store things cold without freezing them—plus visual satisfaction—it’ll solidify LN Electronics as the leading home appliance brand.

Third, marketing point that works in any season: setting the ad in the Arctic isn’t just a symbol.

The idea that you can drink chilled Coke in the middle of winter without it freezing means the refrigerator can maintain the perfect temperature all year round, building trust in the technology.

In other words, it can clearly imprint LN Electronics’ USP (Unique Selling Point).

Fourth, expected results versus ad cost: advertising is always a gamble, but if the brand and idea are strong, ROI (Return on Investment) can soar.

A joint ad with Coca-Cola could split costs almost in half, and it has high viral potential as a video.

If a single can of Coke can establish “brand awareness,” that’s a gain far beyond the investment.

I quickly organized my proposal and typed it up in Hangul format.

“Haa... It’s done.”

Whether or not this proposal would get approved, I didn’t know.

But thanks to Min Doyoon’s request, I poured everything I had into this plan.

I sent the finished file to Min Doyoon’s email address.

Now it was up to him.

Whether it passed or not would depend on his choice.

Before I knew it, it was 2 a.m.

Time to get some sleep.

For the first time in a while, I felt like I could finally sleep soundly.

***

The next day, 9:10 a.m.

Min Doyoon was slouched at his desk, stirring his coffee, when he saw “New mail +1” and moved the cursor over.

[From: Yoo Seunghyun.

Subject: LN Electronics Collaboration Ad Proposal – Freshness + Coolness Concept Suggestion.]

“You little punk.”

The sender was Yoo Seunghyun.

I wondered what kind of proposal he’d put together, and my expectations grew.

“Oh, what’s this?”

The Hangul document appeared on the monitor, and at that moment, Min Doyoon’s eyebrows rose slightly.

He scrolled down slowly, giving a small exclamation.

“This guy’s got something.”

I was expecting a lot, but this exceeded those expectations.

“Combining frozen Coke, the Taeguk Warriors, and our refrigerator into one concept…”

In that instant, Min Doyoon could picture the commercial in his mind.

A state-of-the-art refrigerator soaring across the pure white snow, the door opening as cold air pours out, and the Taeguk Warriors pulling out sparkling cans of Coca-Cola.

Maybe it’s because he’s a fantasy writer, or maybe it’s because his life experience is far removed from standard textbook education, but his concept was certainly original.

“Anyone can make something cool. But only LN Refrigerators can create truly fresh coolness.”

A message that was concise and intuitive.

Yet within it, there was technology, emotion, and trend all mixed together.

He even had a knack for timing.

“This could make for a really interesting ad.”

After reading the proposal to the end, Min Doyoon jumped up from his seat.

He spun around the office once.

“Should we give it a try?”

A proposal breaking out of the usual advertising mold and challenging something new—he liked it a lot.

There are many people who can make good ads. But only a handful can create ads that stay in people’s minds for a long time.

Even better, the timing was perfect, and with some tweaks, it could even work for winter promotions.

Cooking this up into a delicious ad was now up to them.

“Alright, decision made.”

With his mind made up, Min Doyoon headed straight for Planning Team 2’s meeting room.

“This is the new ad plan that will change our company’s image.”

He quickly gathered everyone and presented the ad proposal.

Some people voiced concerns, while others looked on with curiosity.

“I’ll handle the meeting with Coke. By tomorrow morning, prepare the storyboard and concept summary for the Arctic concept. That’s all I have to say. Meeting adjourned.”

In that atmosphere, Min Doyoon wrapped up the meeting in style.

Afterwards, back at his office, he took out a cigarette, then put it down and made a call.

“Writer Yoo. That was a pretty good proposal. As promised, I thought about what kind of reward I could give you. How about this? What if we cast your sister as the female model in the ad you wrote?”

Remembering how much he doted on his little sister, he offered a reward he knew would please him.

As he listened to the surprised voice through the receiver, Min Doyoon’s lips curled into a broad smile.