Seventeen’s Gardasil Commercial: A Unique Confluence of K-pop and Public Health Advocacy
Seventeen, the popular boy group, has recently garnered attention for their participation in a TV commercial that aims to raise awareness about the human papilloma virus (HPV) vaccine, Gardasil. The ad, shot against a backdrop reminiscent of a desolate post-apocalyptic world, features the members of Seventeen engaging in dialogues while traversing the eerie landscape. As the camera captures the mesmerizing night sky, the advertisement delivers a powerful message: “Let’s change the future, let’s change the world.” The response from fans and the general public has been a mix of delight and light-hearted banter, questioning whether the members themselves have received the vaccine, the identity of the sponsor, and whether picture cards of Seventeen were offered during the vaccination process. [Source: 한국MSD 제공]
Challenging Gender Stereotypes: Broadening the Conversation on HPV Vaccination
HPV, primarily known for its link to cervical cancer, affects both men and women and is most effectively prevented through vaccination at a relatively early age before sexual experiences. Unfortunately, due to its association with cervical cancer, HPV is often regarded as solely a women’s health issue. Nonetheless, men can also contract and transmit various diseases, making vaccination recommendations extend to both genders worldwide.
What distinguishes this advertisement is its profound reflection on how K-pop’s influence permeates different facets of society. In previous Gardasil ads, male actors such as Jung Kyung-ho, Seo Kang-joon, and Yeo Jin-goo were featured. However, Seventeen’s approach deviates from the previous ones, which predominantly relied on subdued persuasion or comedic dramas. Instead, their ad revolves around captivating visuals, accompanied by a light yet compelling narrative, reinforcing a declarative message. Undeniably, the members’ undeniable charm serves as a significant asset, adding an element of grandeur and theatrics to the depiction of a world wavering on the precipice of extinction, contrasting with the promise of a bright future. This captivating dynamic also resonates with the copy that asserts, “It’s a miracle that cancer can be prevented.” Interestingly, the infusion of K-pop language into an HPV vaccine advertisement, albeit seemingly unfamiliar at first, does not feel out of place. In fact, it testifies to the extent to which K-pop has seamlessly assimilated into our societal discourse, even when addressing less conventional topics.
However, a relatively smaller aspect of the ad remains underserved: highlighting the importance of vaccination for men. Although the presence of male models helps underscore the significance of the issue for both genders, Seventeen’s reputation as an idol group adored mainly by young girls inadvertently skews the advertisement’s target audience. Moreover, the omission of explicit references to cervical cancer limits the provision of accurate and compassionate information to individuals who perceive HPV as a concern detached from their own lives.
The Power of K-pop: Redefining Communication on Sensitive Topics
This conspicuous omission is not unique to this particular K-pop production. In numerous instances, K-pop lyrics delicately elude explicit discussions of romance or touch on substantial matters only to diverge into tangential narratives. The focal point consistently revolves around conveying the artist’s charm and persona. Therefore, any discomfort experienced by viewers can be attributed, in part, to the distinct language embedded within K-pop, which advertisers actively capitalize on.
Nonetheless, there is a compelling justification for welcoming this advertisement. HPV transmission predominantly occurs through sexual contact, magnifying the societal discomfort surrounding discussions on the seriousness of sexual behavior. In an industry where physical perfection reigns supreme, the fact that K-pop, known for its ethereal aesthetics, openly tackles HPV signifies that society should not shy away from confronting issues surrounding sexual health. This bold and captivating example embodies K-pop’s potential to dispel unnecessary somberness and foster a culture of well-being.
Donga Weekly No. 1403 (p64~64)
He filmed seventeen commercials for the human papilloma virus (HPV) vaccine ‘Gardasil’. [한국MSD 제공]
A recent TV commercial is a hot topic. Against the backdrop of a desolate landscape reminiscent of the destruction of mankind, boy group Seventeen talk as they walk. “Let’s change the future, let’s change the world.” The camera turns upside down showing the wonderful night sky and the members. This is an advertisement for Gardasil, the human papillomavirus (HPV) vaccine. The fandom and the public who watched the ad show a mixed reaction of joy and jokes, such as whether seventeen members also received the vaccination, who was sponsored, and whether seventeen picture cards were provided at the time of vaccination.
HPV is identified as the main cause of cervical cancer, etc. and the vaccine is known to be most effective when vaccinated in the sexually inexperienced age group. As cervical cancer is the representative disease, there is also a tendency to consider it as a woman’s issue. However, men can also cause various diseases, and in particular, they can play a role in spreading, so vaccination is recommended for men and women worldwide.
What makes this ad interesting is that it shows a cross section of how different areas of our society are accepting K-pop. Previously, Gardasil had used male actors such as Jung Kyung-ho, Seo Kang-joon, and Yeo Jin-goo as models. One difference from the current ads, which mostly consisted of quiet persuasion or comedic dramas, is that Seventeen’s ads are image-based. The light but meaningful narrative throws a declarative message, and the most impressive weapon is, of course, the character’s handsomeness. In a way, a spectacular twist is added to the exaggerated and grandiose global expression that goes back and forth between the end of mankind and the future of light. It’s also linked to the copy that says, “It’s a miracle that cancer can be prevented.” However, even this seems like the K-pop language has flown into a different area, and although it is unfamiliar at first glance, it is not awkward. It can be said that the language of K-pop video has become familiar to all of our society to the extent that it is not awkward to include the theme of an HPV vaccine advertisement.
There is a section that is smaller compared to the current ad. That’s the point of vaccines that men need too. I’m not even referring to women, though. By using male models, the significance of revealing that HPV is a problem for men and women remains the same. However, considering that SIXTEEN TOUR has had quite a bit of an image as ‘an idol that girls especially love’ among boy groups from the start of their debut, it is true that they give the impression that they are mainly girls are their advertising targets. Also, the ad does not mention cervical cancer. So, in a way, it creates a significant ventilation effect for women who already know about HPV, but it does not provide accurate or kind information to those who consider it ‘someone else’s business’.
The power of K-pop to remove unnecessary seriousness In fact, omissions in this context are not uncommon in K-pop. Although they talk about romance, they don’t bring up the opposite sex, and they seem to touch on important issues, but they often choose to digress rather than make clear comments. Rather, the focus is on conveying the charm of the artist, the narrator. Therefore, if you feel upset, it is also directly related to the K-pop language that is actively received by advertisements.
Still, there is reason to welcome this ad. Since HPV infection is mediated through sexual contact, the unfortunate reality of the seriousness of sex remains. However, if K-pop full of bleached beauty can talk about HPV, why would our society be reluctant to talk openly about its prevention? It deserves to be called a brave and interesting example of how K-pop contributes to eliminating the intrusion of unnecessary seriousness and fostering a healthy life.
Donga Weekly No. 1403 (p64~64)
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