Fun TVCs for Top Oil Refiner Build on New Brand Image Seoul, August 23, 2006 : Cheil Communications Inc., one of the world's top 20 advertising and marketing communications agencies, has produced a fun series of television commercials for oil refiner S-Oil that celebrates the triumphant moments in a person's life when everything seems to 'go well.' The advertisements play on the idea that when a driver chooses S-Oil, not only their car but also their life will run smoothly. Cheil brings together three popular South Korean celebrities ltactor Seungwon Cha, actress Yejin Son and singer 'Psy'gt to form a mock band that serenades the main character in each of the ads. In one commercial, a young woman is shown passing her driver's license test, the second shows a car salesman receiving a 'salesman of the month' award, while the third shows a short, chubby groom about to kiss his gorgeous bride. In each instance, the S-Oil celebrity band makes a sudden appearance and sings : 'Why are we going so well today? You are S-Oil. We are S-Oil. It's because of the high-quality of the oil.' Cheil has used the jingle in previous commercials for S-Oil and it has received a high rate of recall among viewers. Cheil took over S-Oil's creative brief in March 2006. 'These commercials aim to elevate S-Oil's brand image as a high-quality oil refiner, while at the same time spreading the S-Oil brand song and having a bit of fun,' said Chang-seok Oh, the senior account executive responsible for the campaign. The new advertisements began airing on South Korea's three main networks, as well as ed cable channels, from Aug. 16.