Lotte Precision Chemicals has announced that its UROX brand’s viral video, ‘The Most Ordinary Truck,’ won the Grand Prize at the 31st ‘Advertising Awards.’
The ‘Advertising Awards’ is a prestigious advertising ceremony that has been held since 1993, now in its 31st iteration, curated by the Korean Advertising Association, the largest advertising-related group in the country with over 1,000 scholars and industry professionals. The submitted advertisements were evaluated based on the excellence of the communication strategy, creativity and originality of the creativity, and effectiveness of the campaign, going through three stages: preliminary judging by the jury, online finals with participation from advertising association members, and final judging.
The UROX viral video, which won the Grand Prize this year, originated from a comment left by a cargo driver’s daughter expressing concern for her father, who struggles to make a living with his truck. This led to the making of the video.
A surprise video that renewed the interior of the truck, which the father has been driving for over 30 years, resonated with many viewers working as cargo drivers. The viral video can be watched on Lotte Precision Chemicals’ official YouTube channel. Upon releasing the viral video, Lotte Precision Chemicals also conducted an event to renew truck interiors, garnering significant public response.
A spokesperson for Lotte Precision Chemicals stated, “We consider it an honor that our advertisement, after winning an award at the Seoul Video Advertising Festival in January, has now received a major award at an advertising festival with the viral video as well.” They continued, “We hope that through this video, we can once again recognize how invaluable the cargo drivers who silently play important roles in society are, and that UROX will always be there for them.”
Meanwhile, UROX supplies pure diesel exhaust fluid to the most automobile manufacturers worldwide, including global manufacturers like Mercedes-Benz, BMW, Scania, MAN, and Stellantis, as well as domestic manufacturers such as Hyundai and Kia, Tata Daewoo, and continues to be recognized for its quality and value.
Additionally, UROX holds the permanent trademark for ‘AdBlue,’ the international quality standard for diesel exhaust fluid established by the German Automobile Industry Association, and has been the number one domestic seller for 15 consecutive years (according to Environmental Ministry data), ranking first in the ‘K-BPI: Korea Brand Power Index’ for five years in the diesel exhaust fluid sector, maintaining customer trust.
Diesel exhaust fluid is a catalyst used in the SCR (Selective Catalytic Reduction) system of diesel vehicles, helping to remove nitrogen oxides (NOx), a major contributor to fine dust in exhaust emissions, significantly improving air quality.
Lee Sang-jin daedusj@autodiary.kr