“The new advertisement was carried out normally through Adore.”

While the first hearing of the injunction against Adore‘s agency, which is seeking a legal judgment to preserve its status as Adore’s agency, against the members of New Jeans who have embarked on an independent journey, a new CF featuring New Jeans has emerged overseas, drawing attention.

This came about as Adore is seeking a legal judgment to preserve its status as New Jeans‘ agency, and there is a lot of debate among K-pop fans over who is the entity signing the advertisement contract. To summarize the situation, which could easily escalate to the level of controversy, the CF in question is an advertisement that was ‘normally carried out’ through Adore’s agency.

The new CF for New Jeans that sparked the curiosity of netizens on the 11th was for the global beverage brand Coca-Cola. The new commercial, which was revealed through Coca-Cola Malaysia‘s SNS account and other channels, is 43 seconds long and features all members of New Jeans.

The new CF is also linked to a kind of ‘conservation campaign’ that addresses environmental issues. The content is that you can ‘get a prize’patch’, an attachment that is popular among the younger generation to attach to clothes, by participating in a certain promotion. With five types of patches that seem to match the number of New Jeans members, Coca-Cola is also implicitly suggesting, ‘Turn your old jeans into NEWJEANS’.

The reason why the appearance of New Jeans’ new commercial is a hot issue among the fandom is because suspicions have been raised that New Jeans, who unilaterally terminated their exclusive contract with their agency Adore, is unilaterally proceeding with overseas paid event appearances and even CF contracts.

Regarding some of these controversies, an agency official familiar with overseas CF model contracts confirmed that “it proceeded normally through the agency Adore.” According to the official, New Jeans has been working as a Coca-Cola global model since early 2023, and it is said that this is still valid through the three-party contract between Adore and New Jeans.

In conjunction with the incident surrounding the new advertisement, Adore stated that it had detected circumstances in which the New Jeans members, who had embarked on independent action, were attempting to sign a separate CF contract through a third party, and filed an application for an injunction in January to preserve the status of the agency and prohibit the signing of advertising contracts. A month later, in February, the members of New Jeans announced the stage name NJZ and officially announced that they would be performing at paid events in Hong Kong under that name, and Adore responded by ‘reapplying’ to the court for an injunction banning their entertainment activities.



Reporter Heo Min-nyeong mignon@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.