As controversy surrounding the film 'Assassins' escalates, it has been confirmed that Burger King has ended its advertising model contract with actor Yoo Hae-jin.
Burger King explained that the contract was a short-term agreement for a specific seasonal product, and that major advertising campaigns, including TV spots, have also concluded.
A Burger King representative stated in a phone call on October 6, "The advertising model contract with actor Yoo Hae-jin effectively ended on September 30, and all major advertisements, including TV spots, have been completed. Burger King typically utilizes models on a short-term basis aligned with the launch period of seasonal products."
Previously, Yoo Hae-jin was selected as the model for the 'Boiling Seafood Burger' launched in June and the fall seasonal menu 'Truffle Mushroom Whopper' released on September 16. A new advertisement featuring the concept 'New-Hae-jin Trumawa,' combining Yoo's name with 'new,' was also released.
However, as the controversy surrounding 'Assassins' grew, there were online protests demanding the replacement of Yoo Hae-jin in Burger King's advertisements and the termination of his contract.
In response, Burger King recently disabled the comment feature on advertisements featuring Yoo Hae-jin on its official YouTube channel.
The representative clarified, "We did not remove the advertisement videos from YouTube and Instagram; we only disabled comments because we judged that political discussions could cause discomfort to other customers." They added, "After monitoring the situation following the controversy, we took this action."
The controversy originated from the film's portrayal of the 1974 assassination attempt on former First Lady Yuk Young-soo, dramatically reconstructing various suspicions and possibilities surrounding the incident. Some critics have labeled it 'historical distortion,' suggesting that the film could mislead viewers into believing that former President Park Chung-hee was behind the incident.
In contrast, the film's production team and director Heo Jin-ho maintain that the film poses questions based on existing records and lingering uncertainties rather than presenting a specific conclusion.
The controversy has spilled over beyond the film itself. Conservative civic groups have demanded the film's screening be halted and have called for apologies from the production team and actors. On October 4, a rally was held in front of Yoo Hae-jin's residence, with some groups stating they would demand contract cancellations from companies that employed Yoo as a model.
Online, there has been a movement to boycott Burger King due to Yoo Hae-jin's involvement in advertisements. Posts have circulated showing customers seeking refunds for gift cards or canceling their app subscriptions, along with demands for a model change.
Industry insiders are closely watching how controversies surrounding an actor's work, rather than their personal life or behavior, can impact advertising brands. As companies leverage the recognition of famous models, the potential for brand risk stemming from external activities that are difficult to control has increased.
An industry representative noted, "In the past, personal controversies of advertising models were primarily viewed as risks, but recently, issues related to their works or social media activities are increasingly linked to brands. However, immediately halting advertisements due to social controversies can also be perceived as the company taking a specific stance, making it challenging to respond effectively."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.