[Edaily Reporter Song Jae-min] SK Hynix has unveiled a new corporate image advertisement titled "Memory Girl" to highlight the importance of memory, a key infrastructure of the AI era.

SK Hynix announced on the 10th that it had unveiled its new brand advertisement, "The Memory Girl," via its official YouTube channel. The ad was designed to help the public understand memory—a key element driving the AI era—in a more accessible and relatable way.

The ad features a flock of sheep appearing in the city. It uses wordplay based on the similarity in pronunciation between the sheep’s bleat, “baa,” and the word “memory” to intuitively convey the role of memory in the AI era. The ad further enhances its catchiness and approachability by incorporating yodeling-style music.

Actress Kim Min-ha was selected as the model for the ad. In the video, Kim Min-ha appears as the “Sheep Herder Girl,” leading a large flock of sheep. The company explained that the flock of sheep symbolizes memory—a core resource in the AI era—and that this imagery represents SK Hynix’s position as a leader in the global AI memory market.

Another key feature of this campaign is that it was produced using a “hybrid production” method that combines live-action filming with generative AI technology. By combining AI-generated characters and backgrounds with scenes featuring the actress, the campaign successfully achieved both realism and imagination.

Lim Hyun-cheol, Creative Director (CD) at Innocean who oversaw the ad’s production, said, “We aimed to convey the somewhat difficult and cold topics of semiconductors and future technology in an easy and enjoyable way through music and storytelling,” adding, “We planned it so that it could be consumed as a piece of content rather than just an advertisement.”

Kim Min-ha, the model for the ad, remarked, “It is meaningful to be working with SK Hynix at a time when AI and semiconductors have become central topics in our daily lives and across all industries.” She added, “It was a project focused on conveying technology in a fun and approachable way, rather than explaining it in a complicated manner.”

Through this advertisement, SK Hynix plans to convey the role memory plays in the development of AI technology and the message of coexistence between humans and AI. The company intends to continue promoting its AI memory leadership and corporate brand value through various content in the future.