The CLOY star follows her onscreen partner Hyun Bin’s Smart engagement launched last June. Photo from Smart Communications on YouTube

Korean superstar Son Ye Jin is the face of Smart’s latest campaign

Look who just crash-landed. ​
ANCX | Aug 03 2020

After capturing the hearts of Filipinos in the hit K drama series Crash Landing on You, South Korean superstar Son Ye Jin was officially launched today as the new face of Smart Signature, the postpaid brand of mobile services provider Smart Communications, Inc.

The big announcement comes two months after PLDT's wireless subsidiary launched its ‘Simple, Smart Ako’ campaign, which set off a strong clamor for the telco to bring the beloved actress under its fold and closer to her Filipino fans. It will be remembered that last June 1, the company launched Son Ye Jin’s CLOY partner Hyun Bin also as a Smart endorser. 

“As an actress, I am always grateful for having a platform to entertain and touch the lives of others through my craft. I thank Smart for giving me a way to specifically reach out to my Filipino fans and inspire them to make a mark in whatever path that they have chosen. I wish to see you all soon,” Son Ye Jin said in a message. The actress earned the title ‘Queen of Melodramas’ in South Korea for her string of hit soaps and movies.

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Making her own mark

“Son Ye Jin’s appeal is undeniable among Filipinos who have been swept by the Korean wave, and we are thrilled to fulfill their wish. This is one way of supporting the Hallyu passion of our customers, who put their trust in our network so they can binge-watch the latest K-dramas, stream K-Pop hits, and stay updated on their K-idols online,” said Jane J. Basas, Senior Vice President and Head of Consumer Wireless Business at Smart.

“More than this, we know Son Ye Jin embodies the Smart Signature brand as it simplifies the postpaid experience so customers can make their mark in their career or passion,” Basas added.

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In Smart’s latest TV ad, Son Ye Jin rides a motorcycle and navigates what appears like a futuristic city. The ad ends with the star saying, “Simple. Smart Ako.”


Learn more about the Smart Signature Plan at up as a new subscriber, or upgrade your current Smart Postpaid Plan at Smart Stores nationwide or the Smart Online Store at