Bulletins

Well, BTS is doing robotics ads now

Still unable to tour because of COVID-19, BTS is finding creative ways to hit revenue targets.

Well, BTS is doing robotics ads now

Jungkook, V and RM are quite impressed with Spot the robot.

Photo: Hyundai

Boston Dynamics robots and K-pop supergroup BTS had a "dance battle" in a new ad spot for Hyundai released Tuesday, in Hyundai's latest push to showcase Boston Dynamics robotics capabilities. BTS has been a global Hyundai ad partner since November 2018; Hyundai completed its acquisition of robotics company Boston Dynamics on June 21 this year.

BTS got to experience the "exciting mobility experiences" of Boston Dynamics robots: Taehyung, whose stage name is V, did pushups with one. The robots and BTS also danced to a sponcon song that BTS released in September to promote the launch of Hyundai's brand of Ioniq electric cars, doing choreo to their hit "Boy With Luv." The sponcon song is not that bad, somehow.

"We look forward to exploring new marketing opportunities to communicate with millennials and Gen Z, in particular, about the enormous potential offered by Hyundai's new robotics in daily life," Thomas Schemera, Hyundai's Executive VP and Global CMO, said in a statement.

Jane Seidel

Jane Seidel is Protocol's digital strategy director. She was previously a platform producer at The Wall Street Journal, creating mobile content and crafting alert strategy. Prior to that, she worked in audience development at WSJ and on digital editorial at NBC Universal. She lives in Brooklyn.

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