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一 | 七夕营销节点,主打浪漫调性的德芙陷入舆论争议。 Park Si-hoo is officially returning to the big screen after a decade. He is stepping back into the spotlight with God’s Band, a human drama rooted in warmth and emotional reconciliation. The film, inspired by the original work of the late Miracle in Cell No. 7 writer Kim Hwang-sung, follows the unlikely journey of a fake praise band formed in North Korea to earn foreign currency. This will serve as a premise that director Kim Hyung-hyup uses to explore humanity which transcends ideology. At the film’s production briefing in Seoul, Park Si-hoo joined co-stars Jung Jin-woon, Tae Hang-ho, Jang Ji-geon, Seo Dong-won, Moon Kyung-min, among others. Park last appeared in the 2015 film Love, Then Run. In his comeback, he takes on a transformative role as a cold North Korean security officer who gradually softens as he becomes the reluctant conductor of the fabricated praise group. Jung Jin-woon plays his principled rival, building gripping tension through their on-screen dynamic. Director Kim revealed that the team carefully constructed the cast. The team reviewed nearly 100 pages of casting notes to ensure every member of the 12-person cast stood out. Filmed across Mongolia and Hungary, the movie captures sweeping landscapes and harsh conditions. This even includes temperatures dipping to minus 40 degrees. Park spoke openly about how these intense circumstances forged strong bonds on set. Park addressed recent controversies involving rumours about his personal life. He said that he has mixed emotions about returning to the public forum. He also went on to state that legal action is being taken against false claims. He also expressed his gratitude to the cast and crew for their support, saying, “I missed the film set. This project brought warmth back into my life.” The briefing also highlighted the film’s musical elements, particularly Lim Young-woong’s Love Always Runs Away. This song plays a symbolic role in the protagonist’s emotional shift. Actors have received guidance from North Korean defectors, including a former security officer, on how to accurately portray dialects and behaviour. God’s Band is set to release nationwide on December 31.Also Read: 8 Time Travel Revenge K-Dramas: Marry My Husband, God’s Gift: 14 Days and More。品牌官方旗舰店一则七夕带货短视频,因文案剧情宣扬越界暧昧关系、价值观偏差引发网友广泛吐槽,此番节日营销彻底翻车,品牌口碑受损。

二 | 据悉,该视频为德芙七彩礼盒七夕推广内容,标题配以“我看谁还没有收到男朋友送的德芙七彩礼盒”的引流话术。但视频配文剧情引发大众不适,内容讲述女主因男友迟迟未购买礼盒,趁男友不在,联系暧昧对象,对方驱车两小时为其送礼,并直言“很甜”。品牌本想借剧情凸显礼盒浪漫特质、吸引消费者种草,却本末倒置。

三 | 8月23日起,该内容在抖音、微博、小红书等社交平台引发大量网友吐槽,话题迅速发酵。网友纷纷诟病剧情三观不正、低俗博眼球,更有“吃德芙享受绿帽人生”的犀利吐槽。

四 | 不少消费者表示,德芙主打浪漫情感定位,此次营销捆绑暧昧越界剧情,严重拉低品牌好感度。

五 | 事件初期,多名消费者私信官方客服反馈问题,要求品牌整改下架视频。但客服回应称视频仅为个人剧情演绎、不代表品牌立场,让网友“不喜欢可以划走”,敷衍的态度进一步激化舆论矛盾,让争议持续升温。

六 | 8月24日,媒体就此次营销翻车事件向德芙官方客服求证,对方并未正面回应争议,也未明确下架视频、公开致歉等整改措施,仅以“会记录问题、及时反馈”机械回复,态度模糊且缺乏诚意。截至目前,德芙官方尚未发布任何致歉声明与整改公告,争议视频处置情况暂未公布。
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