Lee Min Ho (Publicity photo)Actor Lee Min Ho, best known for his roles in Korean television dramas "Boys Over Flowers," "Personal Preference," and "City Hunter," plays the lead role in a four-part web series as part of a campaign for the 2012 Toyota Camry. Already a hot property in Korea, Lee Min Ho has endorsed a variety of products and services, including Etude House, Lotte, Samsung, Dunkin' Donuts, Cass, and Pepsi NEX, but this marks the first time that he will feature in a non-traditional promotional campaign. A statement from Toyota justifies the collaboration stating that "Lee Min Ho is bold, handsome, and sophisticated, and Toyota is absolutely thrilled with the partnership."
A teaser for the campaign, titled "The One and Only," was released on Toyota's official American YouTube channel last October 12. Lee Min Ho players a character whose journey is inextricably linked to the car, and in just a minute of video, the viewers are run through the whole range of possible genres, including action, drama, and romance. The first video was released shortly afterward, in which we first see Min Ho's character awake from a coma with amnesia. All he has to help him rediscover his identity are the keys to his 2012 Toyota Camry. A special feature of the car helps trigger his memory, and he starts on his journey. In the second webisode, freshly released on YouTube, Min Ho's character realizes he is being set up for an accident by his twin brother Kwon, a notorious criminal who has recently escaped from prison and is now attempting to get married to Min Ho's fianceé, Sohee. The video ends with Min Ho rushing to stop the wedding.
Two more episodes are due on the YouTube channel, and the quality of this web series is pretty much at par with many of the Korean action-dramas that we have grown to enjoy watching. You can bet I'll be looking forward to the final two webisodes (despite the odd realization that our Korean hunk is promoting a Japanese car). To experience "One and Only", visit the official site here.
Catherine Deen blogs for Yahoo! Philippines OMG! She lives, eats and breathes Korean music, cuisine, telenovelas, and pop culture. Follow her on Twitter @cathsdeen.