Can’t get enough of actress Sydney Sweeney? Now you can see her play three parts in a new campaign from the cosmetics brand Laneige.
The brand, which is owned by the South Korean company Amorepacific, recently released a commercial that features Sweeney, of “The White Lotus” and “Euphoria,” as a game show host — and as its two contestants, Syd and Sweeney.
The advertising agency Jung von Matt’s offices in Seoul, South Korea and in Stuttgart, Germany collaborated on the brief for The Laneige Show campaign, which aims to promote the brand’s Water Bank Moisturizer product.
“Sydney Sweeney is more than a face for the brand; she’s a storyteller,” Hyitai Kim, managing director of Jung von Matt’s Seoul branch, stated in a news release. “Her energy and versatility made her the perfect partner for Laneige, allowing us to showcase what the product and franchise stand for — delivering hydration and confidence with a touch of entertainment.”
The commercial features Sweeney hosting a game, If You Know, You Know, in which she also plays biker and bookish versions of herself.
“Sydney Sweeney’s charisma perfectly embodies Laneige’s bold and youthful identity, allowing us to craft a story that resonates with audiences around the globe,” Bill Yom, chief creative officer of Jung von Matt in Seoul, stated.
The campaign launched in the United States this month and will launch in other countries in January. It includes content on online video platforms and social media and in retail environments, according to the release.
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