Sponsorship Deal With Red Devils Supporters' Group Drives Patriotic Creatives Seoul, May 23, 2006 : Cheil Communications Inc., one of the world's top 20 advertising agencies, is launching the final phase of a major World Cup marketing campaign for mobile phone service provider KTF. The campaign leverages KTF's sponsorship of the Red Devils, the official supporters club for the South Korean national team, and the Korean Football Association. KTF launched the new series of creatives on Monday, May 22 on South Korea's three major television networks : KBS, MBC and SBS. The latest advertisement features Lee DongKook, a striker in the South Korean national football team who was recently forced out of the World Cup squad with a knee injury. Since being injured, Lee has joined the Red Devils to support the team. Lee's voiceover on the ad runs: 'I've waited for eight years. I was desperate to play. And even though I won't be on the field, I'll be there together with 48 million Red Devils.' The ad shows Lee training before his injury and thousands of Red Devils cheering. Stills from the advertisement are attached. Cheil said KTF will air further commercials in the World Cup television campaign during the lead up to the tournament in Germany on June 9th. The campaign will peak with South Korea’s first game against Togo on June 13th. KTF is also placing print advertisements in major daily newspapers promoting the sale of Red Devil wristbands. The red wristbands are being sold to raise money for Korean Football Association youth development programs. 'As the official sponsor of the Red Devils, KTF is showing its commitment to the success of the South Korean team. The idea is to encourage the team to recreate the magic of the 2002 World Cup, where South Korea was co-host and progressed to the final four,' said Kim Tai-hai, a director at Cheil Communication who is heading the KTF campaign. After securing the sponsorship arrangement with the Red Devils in December 2005, KTF has aired two series of television creatives composing 11 commercials. The first, starting in January, featured the birth of a baby to represent the new sponsorship relationship between KTF and the Red Devils. The second series introduced a new World Cup supporters chant and dance, which was performed by well-known celebrities, soldiers and other groups in the humorous commercials.