Actor Jung Hae-in has been selected as the first model for the camping lifestyle brand DOD.
Highlight Brands (CEO Lee Jun-gwon) announced on the 28th that the global camping lifestyle brand DOD has chosen actor Jung Hae-in as its advertising model to officially launch the 2025 Spring/Summer (SS) campaign.
DOD stated, "Jung Hae-in's challenging persona and positive energy, which he has been building through a diverse and dynamic filmography, align with the direction DOD aims for," adding, "His unique atmosphere, which combines a serious yet cheerful boyish charm and quirky appeal, also matches the brand identity that seeks a relaxed lifestyle based on camping, leading to his selection as a model."
With Jung Hae-in's selection as a model, DOD aims to strengthen its position in the camping lifestyle wear market and expand its connections with its core target consumers aged 25 to 35.
In this regard, DOD creatively expressed its brand philosophy of "Stay Crazy, Live Freely" and vibrant camping stories through the first campaign of the 2025 SS season with Jung Hae-in. The bright and cheerful image of Jung Hae-in combines with the playful and free-spirited brand identity, conveying the passion of campers in urban and natural settings, as well as the vitality of everyday life and the functionality of the products.
The new DOD spring product 'HIPLEX Hooded Jacket' worn by Jung Hae-in in the campaign features both water resistance and durable nylon, along with the soft touch of cotton against the skin. It is comfortable for any outdoor activity, characterized by a semi-overfit that covers the body shape and a clean, simple design. In addition to the dark orange color worn by Jung Hae-in, it is available in various colors such as tan, ivory, black, and light mint. The 'HIPLEX' line includes various items such as anoraks and neckless jackets that can be comfortably worn for daily life, camping, travel, and light outdoor activities.
In the photos released that day, Jung Hae-in radiated his unique charm with a bright and playful expression.
The DOD 2025 SS campaign featuring Jung Hae-in can be found from today at offline stores nationwide, the official online mall, and official SNS channels. TV CF videos and various digital content will also be released sequentially.
