Maserati Cars Shine in Hit Drama 'Lovely Cheater,' Boosting K-Content Synergy
Italian luxury car brand Maserati is enhancing its synergy with K-content by providing its signature luxury car lineup to the popular tvN Monday-Tuesday drama 'Lovely Cheater,' which has been heating up the small screen.
Maserati Korea announced on the 24th that they are sponsoring the drama 'Lovely Cheater,' set against the backdrop of the entertainment industry, with a total of four vehicles from their acclaimed lineup: the high-performance GT 'GranTurismo,' the convertible 'GranCabrio,' and the luxury SUV 'Grecale.'
Starring Lee Jung-jae and Lim Ji-yeon, 'Lovely Cheater' is a romantic comedy depicting the story of a top star who has lost their way and an passionate reporter. Since its premiere, the drama has garnered significant attention, securing the number one spot in viewership ratings for its time slot. Maserati's strategic placement of models befitting the sophisticated personas of the entertainment industry figures adds to the visual appeal of the show.
Notably, the powertrain selection is meticulously tailored to each character's personality and social standing. Top star Im Hyun-jun (played by Lee Jung-jae) drives the 'GranTurismo Trofeo,' a gasoline model boasting Maserati's signature exhaust sound and performance, symbolizing the glamour of a top actor.
In contrast, Lee Jae-hyeong (played by Kim Ji-hoon), a third-generation chaebol and CEO of a sports media outlet, is matched with the 'GranTurismo Folgore,' a fully electric GT embodying Maserati's advanced electrification technology. This choice aims to highlight the image of a trendy and sophisticated young leader.
Furthermore, global star Kwon Se-na (played by Oh Yeon-seo) will be seen with the elegant luxury SUV 'Grecale,' while Hwang Ji-soon's (played by Choi Gwi-hwa) wife will drive the 'GranCabrio Folgore,' an electric convertible emphasizing a sense of openness, showcasing Italian luxury throughout the drama.
Takayuki Kimura, General Manager of Maserati Korea, stated, "The unique presence of Maserati will blend harmoniously with the lives of the distinctive characters in the drama, offering viewers a special visual experience. We will continue to actively promote Maserati's brand value to Korean customers through various channels."
In related news, alongside this media exposure, Maserati Korea is currently running a promotion offering a '5-year complimentary warranty (unlimited mileage)' and '3-year complimentary maintenance' for customers purchasing any trim of the GranTurismo and GranCabrio.
Netizens have reacted positively to the product placement. Comments such as "Maserati cars are so cool" and "They fit the drama perfectly" show interest in the vehicles. Many also praised the seamless integration, with reactions like "The sponsored cars feel so natural" and "I felt like I was watching a movie."