While the Super Bowl is famous for slating ads that charm viewers and make impressions through humor, SVA alumnus Jeseok Yi (BFA 2008 Advertising) a.k.a. Jeski has little interest in talking lizards and such, and instead chooses to produce advertisements that are ripe with poignant social commentary. Through November 4, Yi’s award-winning creations will be on display in the exhibition “Social Graphics: the Art of Jeski” at The Korea Society, 950 Third Avenue, 8th floor, in New York City.
“I believe that truly communicating with people and bringing positive impact to their lives is the true role of a good ad,” Yi said in an interview featured on his Web site.
In the past, he has completed work for such organizations as the Red Cross, City Harvest New York, the American Disability Association and the Global Coalition for Peace, and has broached subjects ranging from global warming and war, to pollution and the adverse effects of excessive junk food consumption.
“Rather than benefitting those who are well off, helping the needy get back on their feet is what’s worthwhile for me,” Yi said. “I don’t think an ad always has to sell a product.”
Capturing the attention of the public in order to inspire action is one of Yi’s primary goals when developing a campaign. He said, “I think hard about how to do that in a way that will stimulate the audience’s curiosity and connect with them.”
Images: (top) Creative Director Frank Anselmo, Art Director Jeseok Yi, Copy writers Jeseok Yi and Francisco Hui; Air Pollution Kills 60000 People a Year; 2007; (bottom) Creative Director Frank Anselmo, Art Director Jeseok Yi, Copy Writer Jeseok Yi; The More You Smoke, The Less You Celebrate; 2008. Images courtesy of Jeski Social Campaign.