A new public service ad created by Seoul-based Robot Film about smartphone etiquette for the Korea Broadcast Advertising Corporation –the country’s government-funded public media rep.

The 30-second clip stars popular Korean movie villain and gangster, Kim Byeong-ok –who you might remember from his famous scene in Old Boy.

“You also can be a villain at any time with a smartphone,” says Kim.

Over the course of the ad he is shown playing several roles of an annoyance, such as the “street accident instigator”, the “portrait rights thief” and the “traffic obstructor” –all playing off the theme of how poor smartphone etiquette can easily transform you into a villain.

The clip closes with the tagline: “What role did YOU play today?”

What do you think?


Profiles. Insight. Creative Work.


Delivered to your inbox