The ad features director Jang Hang-jun and writer Kim Eun-hee, who have been selected as the new models. It tells the warm story of the couple's journey together through difficult times, conveying the message, "With KB Golden Life, everyone can experience their golden years."
The tagline, "Let’s make this life even more brilliant with KB Golden Life," reflects the brand's commitment to empathizing with customers' life journeys and supporting their future.
The advertisement showcases the 'KB Golden Life Total Care Solution,' which includes: △ Specialized senior consulting and total care services at branches nationwide △ Customized pension products for stable retirement asset management, including retirement pensions △ Tailored asset succession consulting through trust products and gift planning services that include will and inheritance functions △ Information on senior living, caregiving, and nursing services, covering all aspects of asset management, retirement planning, inheritance, gifting, caregiving, and nursing throughout the customer’s life cycle.
The campaign consists of several segments, including a couple's version, a segment featuring director Jang Hang-jun, a segment featuring writer Kim Eun-hee, and shorts, with the couple's version set to be released sequentially every Wednesday.
A representative from KB Kookmin Bank stated, “We hope KB Golden Life becomes a reliable partner in creating our customers' golden years, just like the story of director Jang Hang-jun and writer Kim Eun-hee. We will continue to expand various services for a richer life for our senior customers.”
KB Kookmin Bank has previously established a trustworthy brand image by selecting models such as the K-pop group Aespa (2021), Hearts to Hearts (August 2025), actress Park Eun-bin (since March 2023 as a model), and Choo Young-woo (March 2025).
* This article has been translated by AI.
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