[Edaily Reporter YUN GI BACK ] The era when people would immediately click “skip” as soon as an ad appeared is changing. This shift comes as “drama-style ads”—which hide product descriptions and instead feature actors, narratives, and even movie-style posters—are appearing one after another. Competition in the advertising industry is now shifting from how much of a product is shown to how long it takes viewers to realize it’s an ad.

A prime example is National Geographic Apparel. “The Season I Met You,” featuring actors Ko Yoon-jung and Heo Nam-jun, evokes a romantic drama right from its title. By weaving emotional visuals into a narrative that follows the relationship between the two actors, the products were naturally integrated into the story. In fact, the content garnered significant attention on Instagram, surpassing 2 million views.
Hanssem took it a step further. It produced a five-episode office web drama titled “Accidentally in a Female-Dominated Company” without prominently featuring the brand or product names. Instead, products were naturally exposed as the characters wore the clothes, went to work, and engaged in conversation. This approach was designed to spark curiosity—prompting viewers to ask, “Where is this outfit from?”
This trend isn’t limited to the fashion industry. CJ CheilJedang unveiled “The Broth Couple,” a romantic comedy featuring Byun Yo-han and Cha Joo-young, while Ilum released a narrative-style advertisement—presented like a short drama—starring Byun Woo-seok and others. Advertising is evolving into a form of “entertainment” even in sectors like food and furniture.
In the past, product placement (PPL) within popular dramas was the norm. Now, it’s the opposite. Brands cast actors and craft stories to produce their own dramas. Rather than forcing products into the narrative, this approach prioritizes engaging content, encouraging consumers to seek out the products on their own.

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The advertising industry also views this shift as a growing trend. An industry insider stated, “Content-driven strategies are becoming the norm to expose ads to a wider audience,” adding, “Rather than pushing products to the forefront, seamlessly integrating them into the narrative is more effective at enhancing brand image and sparking consumer curiosity.”
This shift is closely tied to consumers’ attitudes toward advertising. In an environment flooded with short videos and content, overt product explanations are often met with indifference. Since viewers tend to skip ads immediately if they don’t capture their attention within the first few seconds, the “power to make people watch” has become increasingly important for advertisements.
The entertainment industry is also embracing drama-style commercials positively. While a strong association between a specific brand and an actor can create pressure when selecting future commercials or projects, narrative-driven content can reduce the extent to which a model’s image is directly overexposed.
An entertainment industry insider stated, “From the actor’s perspective, these ads are perceived more as a form of content than as mere promotional material,” adding, “It’s a win-win situation: brands can naturally promote their products, and actors can showcase new characters while minimizing the wear and tear on their own image.”