Original subtitles

Softsubs provided by WITH S2 Written In The Heavens Subbing Squad

Translation by KBS World

Long time no see, President Nam.

I heard your company is financially strapped,

and yet you still support a cause like this.

I find it admirable.

I still have enough for something like this.

If you want to keep supporting good causes,

you'll need some cashflow, right?

Are you suggesting I sell my company and make money off it?

Whether it's a product or a company,

the best time to sell is when you can get the right price.

Century Thermos is where my soul and my employees' souls reside.

Do you know of anyone who'd sell their soul for money?

You must know the significance of my visiting you personally.

Think about how you can save your company.

Since you've come all this way, have lunch before you leave.

Why did you want to see me?

It's about Century Thermos, sir.

Now I understand Mr. Baek's ulterior motive behind his donation.

Ulterior motive?

It's to buy out President Nam's company.

What do you mean?

I saw BK employees at President Nam's company.

BK is going to great lengths to buy Century Thermos.

That's not good.

If BK gets Century Thermos, we can't make our ad.

That won't happen.

Mr. Nam would never sell his business to a company like BK.

You never know. Money does talk.

The aroma is nice.

Continue with what you were saying.

I know you want the land where Century Thermos stands.

And you can get it for me?

Century Thermos relies solely on sales revenue from its thermoses.

If sales plunge, they will be dealt a serious blow.

Let us make an ad for BK Home Tech.

We'll get it to overtake Century, which has the largest market share,

and put Home Tech on top of the thermos market.

So you're proposing to bring down Nam's company with an ad.

Aren't you being overconfident about the power of advertising?

All we do is start the winds blowing.

We're sure you already have plans for the storm

that will bring down Century Thermos.

Don't disappoint me.

I'll make sure I don't.

Let's go.

How did you know he'd go for it?

It's easy for a conglomerate like BK

to destroy a smaller enterprise.

The problem is public opinion.

So they need to destroy Century Thermos,

but make it look like fair competition...

That's right.

Mr. Baek will use our ad as an alibi.

It's a relief that he said yes,

but objectively speaking,

it's difficult for a single ad to give a company market dominance.

I'm planning to use whatever means possible.

You're in, right?

I'm curious about what you have up your sleeve.

What do you mean?

I find it fun to work with you.

That's good.

I get the picture now.

What do you mean?

It's simple.

BK will gobble up Century Thermos,

and Geum San Ad will get BK's advertising deal.

They're like the crocodile and the crocodile bird.

Oh, right.

Didn't you say Geum San Ad was doing something for BK?

That's something else, and it's not confirmed.

This is worrisome.

If BK buys out Century Thermos, the end will be tragic.

What do you mean?

Don't you read the papers?

What do you think a big business does to a small business it buys out?

They start with restructuring.

The small company's plant workers then protest,

and the big company shuts down the plant.

It's always the same scenario. In short, there will be havoc.

We can make a killer ad.

We can protect Century Thermos.

Advertising isn't a cure-all.

And if the ad doesn't do well, it could make matters worse.

We have to be on our toes.

Let's not be scared.

We have Ma Jinga.

Maybe you're not as stupid as you let on.

By the way, what are you two going to do?

About what?

If things go downhill,

Geum San Ad may end up doing the ad for BK Home Tech.

Then you two will become Romeo and Juliet

as your employers become sworn enemies.

How can Romeo and Juliet apply to our relationship?

Even if that were to happen, Ms. Baek Coffee is our spy.

You'll give us Geum San Ad's classified information, right?

Dream on.

You're totally GRC style. You should come and work with us.

What do you mean, GRC style?

You're sweet, good-looking and also look poor.

You're perfect for GRC.

What did you say? You want a good beating, don't you?

Come here.

Geez.

Romance is in the air.

You lost a $30 million Geum San Construction deal,

and in its place, you got a $3 million deal from BK Home Tech?

You're not such a hotshot after all, Director Kang.

This will be our means of getting BK Group's corporate identity project.

Beyond immediate sales figures...

Will Mr. Baek put that in writing?

What guarantee do you have?

That's enough.

In any case, BK Group gave us the BK Home Tech ad

when they have an agency they usually work with.

I'm sure it wasn't a random move.

I know you want to defend your son,

but the higher-ups won't let us off the hook.

You drained the company coffers, so they want you make up the losses.

If something goes wrong this time,

one of you will have to be held accountable.

[BK Home Tech Marketing Plan]

Today we will start working on the BK Home Tech marketing plan.

One of BK's demands is punctuality.

We're on a tight schedule, so we need to work very fast.

Okay.

The flower is the product.

What does the flower need to survive?

Sunlight.

A pot. Soil.

Water. Fertilizer.

An ad is all these things combined, making the flower its most beautiful.

Why don't you do a better job with the flowers you have?

Geez.

I'm being very serious right now.

Focus.

USP. What does it stand for?

Unique selling propositon.

What are the unique selling points of this product?

Lee Taebaek, what are the merits of a thermos?

Okay.

It keeps water hot or cold for a long time.

It is also light and portable, and curbs the use of disposable cups.

Why make things so complicated?

Get a top star like Jang Dong Gun to frolic around in the snow

and have him drink hot coffee from a Century thermos. The end.

Ms. Gong, why don't you go back to filing your nails?

It's not a bad idea.

Could I do the music for the ad? Hip-hop would be perfect.

I'll be in the ad. My dream is to be a stuntman.

So let's put everything together.

Jang Dong Gun frolics in the snow with hip-hop music playing.

Hassan appears as the bad guy and opens a thermos, and they fight.

They become friends and drink from the same thermos?

- Awesome. - Good!

It's good. Let's go with that.

Nothing will come out of dilly-dallying around here.

What will you do now?

I'm heading over to Century Thermos.

Oh, right. I forgot the very basics of advertising.

The basics?

Who buys the products?

Consumers, right? And who buys the ads?

Businesses.

How can we win the hearts of consumers without winning the heart of our client?

I've been away from advertising for too long.

What are you planning to do?

Duh.

We're all heading over to Century Thermos.

The best ideas come from where the action is.

That's our company's philosophy.

We'd like to work here until we decide what to do for the TV commercial.

I have no objections if you want to work for free.

In that case,

you two go to the warehouse.

And you, to accounting.

And you will clean the restrooms.

Pardon? Why?

What do you mean, why? You look the part.

Appearances can be misleading.

My mother raised me like a prince.

Fine. Then go to the kitchen.

- And you... - I already have a post.

Who says?

Nice to meet you, sir.

I'm your new personal assistant.

Personal assistant?

I'll stay right by your side to learn the workings of your mind.

You're a nut job.

What's keeping you? Get to work.

Yes.

[Life is harsh Tears Emotional Appeal]

Goodness gracious.

Why must I keep repeating myself?

How many times must I tell you not to use this?

Move, move.

Did you look into Century Thermos?

Yes.

They're also planning a TV commercial.

Which agency?

It's not an ad agency per se. It's a tiny company.

The president is Ma Jinga,

who apparently used to be a big name in the ad industry.

He even worked at Geum San Ad at one point.

Is that all?

There's one more thing.

Mr. Lee Taebaek works for that company.

He seems to be quite close to Ms. Baek Jiyun,

so shouldn't we exclude Ms. Baek from this project?

I'll deal with that as I see fit.

Thank you.

Right.

Also, there's a public awareness ad Mr. Lee Taebaek made.

I think you should see it.

I'm not interested.

The ad generated quite a bit of public interest

and helped boost donations for the homeless.

The company may be small, but it's not to be underestimated.

Over there, please.

Sure.

Ms. Baek.

Yes?

You've seen this ad, right?

Yes.

Is this another joint effort by you and Mr. Lee Taebaek?

No. Mr. Lee did both the design and the copy.

It's quite ingenious and very authentic.

Frankly, I was taken aback.

He apparently lived on the streets with the homeless for inspiration.

I look forward to what he'll do with the ad for our client's competitor.

Please don't leave my side for the time being.

Pardon?

I'd like your assistance throughout this project.

Consider yourself my personal assistant.

Yes, sir.

Given how closely we'll be working together,

information security is crucial.

Yes.

Mr. Lee Taebaek's agency is making the ad for our client's rival.

So until this project is over,

it would be best to avoid meeting with him.

You need to eat a lot if you're going to work late.

I'm so tired these days.

Hey, Taebaek!

How's the job? Is it manageable?

Of course.

Anything's better than being homeless.

This is heaven.

Thanks, Taebaek.

Don't mention it.

Huh?

Stop the elevator!

What is it?

This elevator is for those with disabilities.

You seem perfectly healthy, so please use the stairs.

Mind your own business.

What?

You're young and healthy, so please get out.

Get out.

What kind of person...

Are you okay?

Yes, I'm fine.

Who does he think he is?

He seems to be from BK Group.

You're in for a surprise, pal.

Stop being so stubborn. I know the company is struggling.

Be quiet!

Don't ever come back if you're going to be like this.

Who are you?

Who am I? His personal assistant.

Come here.

- Are you an ex-thug too? - What?

Stop hiring shady characters.

Bums, thugs, the handicapped...

Does this really make you happy, father?

You're so magnanimous with strangers,

but you won't let your only son lead a happy life.

I never stopped you from being happy,

and I never asked you to meddle in my life.

Just sell it and enjoy your life with that money.

Excuse me, sir.

I'm sorry to meddle in your family affairs,

but how can you ask your father to sell a company he's dedicated his life to?

I work for BK.

Do you have any idea what pressure I'm under?

Just give up and go.

You don't stand a chance against BK.

No matter how stubborn you are,

the folks at BK won't leave you alone.

You're my only son, yet you don't know me at all.

We're done here. Go now.

I don't get why your son works for BK instead of your great company.

Would you want to work under a demanding father like me?

I suppose it wouldn't be an easy decision for me either.

This is all my fault.

I've always run around trying to help others,

but I didn't pay enough attention to my one and only son.

Do you like marathons, by any chance?

No, sir.

I'm a huge fan of marathons.

I even completed 10 full marathons.

My son's hobby is marathon running as well.

He got it from me.

I saw the photos in your office.

When my son was in college,

we used to enter marathons together.

I don't know if we'll ever get to do that again.

Are you tired?

No, my eyes just feel dry.

I'm fine.

Shall we take a break? Would you like coffee?

- I'll go and get it. - No.

It's my treat tonight.

Try it.

It's good.

It's Yemen Mocha Mattari coffee.

It's considered the baroness of coffees for its rich, deep flavor.

I feel like a baroness drinking this.

You must really like coffee.

I like it as much as advertising.

Advertising and coffee are similar.

In what way?

They're both stimulating and addictive,

and they make you lose sleep.

What's your favorite pastime?

It must be stressful being an intern.

I enjoy climbing, though I can't do much of it these days.

Climbing? You mean rock climbing?

Yes.

Thanks to my hobby, I was behind the vertical installation of Daesung's ad.

I'll have to get a few pointers from you one of these days.

A lesson will cost you a cup of coffee.

You said you were friends with Mr. Lee Taebaek...

Do you have a boyfriend?

No, I don't.

That's a relief.

Aren't you curious whether or not I'm seeing someone?

I don't have a girlfriend,

but I've become interested in someone as of late.

Excuse me.

Taebaek.

Are you busy?

If you're free, how about dinner?

I don't think I can make it.

I have to work late on an ad project.

For BK?

No.

Let's have dinner another time.

Why do they always make you work late and pull all-nighters?

No matter how busy you are, don't skip meals.

Talk to you later.

Enjoy the stew.

Mr. Ma, thank you for taking care of Taebaek.

He's a handful,

but he also makes life fun.

Thank you so much.

You probably had a long day. Eat your fill.

Thank you.

You're welcome.

What's this?

What's up with the meat allocation?

The amount of meat you get is random, okay?

Consider it fate and just deal with it.

We can swap.

Ms. Gong, swap with me.

What?

Taebaek, why aren't you eating?

No appetite?

It's not that, but I feel like I'm so close to a brilliant idea.

Don't mind me.

Hurry up and eat.

Listen, kiddo.

You can't force an idea out of yourself.

How many times must I tell you an idea is discovered, not made?

Hurry up and eat.

It's not my stomach but my mind that's hungry right now.

I'll feel full once I come up with a striking idea.

How can you expect to get inspired like this?

You need to approach it with your heart, not your mind.

With my heart?

Oh, man. The stew's getting cold.

Listen up.

There's something called the brand story strategy.

You see, consumers

think they're just buying a product, but in reality, they're buying a brand,

as well as the story that comprises the brand.

Why? Because the story contains a dream and an emotional aspect.

That's why a story needs a dream and an emotional aspect. Understand?

[Dream Emotion]

When my son was in college,

we used to enter marathons together.

I don't know if we'll ever get to do that again.

It's here!

Good grief.

The idea!

[Century Thermos]

[Century Thermos Ad Proposal]

Father and son are running in a marathon in the scorching heat.

The aging father struggles.

But he can't give up,

because he's his son's pacemaker.

The father musters all his strength to fulfill his role as pacemaker.

He hands his son a thermos of ice water as his son keeps going.

The son, drenched in sweat, drinks the water and douses his head.

They nod at each other, and the son continues ahead.

The father is proud of his son for running tirelessly just like him.

Son.

You don't run with your legs.

You have to run with your soul.

As the father roots for his son,

the main copy appears above him.

My life's pacemaker,

Century Thermos.

[My life's pacemaker, Century Thermos]

It's good.

Make it work.

You know what happens if you mess up, don't you?

Yes, sir. Salt in our faces.

What's keeping you? Time is money. Run along.

What is it?

Um...

The bank called about the loan payment.

What did they say? They can't give us an extension?

It looks like BK Group must have pressured them.

I'll have to visit the bank myself.

Alright. Get back to work.

Yes, sir.

I saw the marketing plan.

I liked it.

Thank you, sir.

Let me know if you need anything else.

Is the budget adequate?

We're planning to put everything into the TV commercial.

$3 million won't do, will it?

Use another $2 million.

I want you to start a gust, not just a little wind.

Let's eat.

Did you take a look at the file I sent you?

Yes.

I saw it, but...

[EBC Producer Lee Hyeonu]

Eat this with the kids.

The cake looks delicious.

We look forward to the show.

The media team is not in charge of the production or celebrity lists.

Is this for the BK thermos TV ad?

You're not as smart as you look.

Are you still not sure about your new job duties,

or are you neglecting them on purpose?

That's not it, sir.

After your stint in the hotshot creative department,

the media team must seem like a joke.

I'm sorry, sir.

You seem to have moved to the Director Kang camp.

If you want a rope to get you up to the top,

you shouldn't latch on to one that's weak and frayed.

Director Kang is no longer your immediate supervisor.

You now report to me.

Got it?

We have a budget of $100,000 for this TV ad.

A smartphone ad generally gets over $50 million,

so you could say we have a paltry sum.

But the budget doesn't determine the value of an ad.

A good ad is not about money, but a brilliant truth.

But even a brilliant truth requires money to shine.

With $100,000, we can't cast a celebrity.

I doubt we can air on a national network.

We might manage to get a morning slot on a cable network.

But would putting out an ad like this be effective?

A shoddy ad could make the product seem low-quality.

That's why casting is pivotal.

We need actors who are inexpensive, but perfect for the concept of our ad.

Do you have someone in mind?

I know the perfect people.

No wonder you're a legend in the ad industry.

- Who are they? - Ichan and me.

The concept of this ad can only shine with a real father-son duo.

- I might be okay, but not you. - Why not?

With your looks, you could bring Century Thermos to ruin.

Frankly, your looks aren't very appealing.

See? Your looks are universally unappealing.

Watch it.

I think I look warm and cuddly.

Since the proposal got the green light,

shouldn't we celebrate?

How about grilled pork belly?

I'm in. I'm in.

I can't come. I have to meet someone tonight.

Who?

It's Ms. Baek Coffee, right?

It's my first ad proposal. I need to brief her.

Information security is everything in advertising.

Why show our proposal to a Geum San employee?

Baek Coffee is physically working for Geum San Ad,

but she's on our side in spirit.

Get me a printout of that design concept again.

Ms. Ko got us prime-time slots on all the major national networks.

Are we all set to shoot the commercial?

James Mun will be starring, and Ryu will be directing.

What else do we need? We've got it made.

Perfect.

I'm out front. Can you come down for a sec?

What brings you here? Is something wrong?

I have something for you.

What is it?

King of late-night snacks, the sandwich.

And hot coffee, which will bring you clarity of mind.

Also,

Lee Taebaek's very first TV commercial.

What's this?

We got the green light from Mr. Nam today.

I wanted your approval too.

Look. Isn't it good? Awesome, right? Take a look.

What are you doing here?

I have no business with you.

Are you here to see Ms. Baek Jiyun?

Ms. Baek, what's going on?

Director Kang, it's...

What's it to you whom she chooses to see?

Does Geum San Ad poke its nose into employees' personal lives?

It's not like that, Taebaek. Let me explain.

At times, yes.

What?

Your company and mine are working on ads for market competitors.

Geum San Ad's Creative Team 2 is working on an ad for BK Home Tech,

and Ms. Baek Jiyun is on that team.

I'm sorry. I couldn't tell you for security reasons.

- Taebaek. - Ms. Baek.

You should go back up.

No.

I'll go.

Don't you want to see how our ad's turned out?

This is the first collaboration piece of Lee Ganpan and Baek Coffee.

When I see you, I feel like rooting for you.

Go, go, our team. Something like that.

You shouldn't feel apologetic toward Mr. Lee Taebaek.

Once you sign with a client, it's your professional duty

and your duty to the client to ensure the security of the project.

Yes.

Please act more professional from now on.

I'm sorry. I'll be more careful.

Everything went well today.

It'll go on air right away.

Good job.

Mr. Baek is someone who rarely gives second chances.

I don't think we can leave anything to chance with this project.

What do you mean?

Ms. Baek Jiyun is still a cause of concern for me.

If you're worried about her friendship with Mr. Lee Taebaek, I took care of that.

Ms. Baek must have made a very good impression on you

for you to take such a special interest in her.

Does this involve your personal feelings?

Personal feelings?

I suppose you could say so.

I have everything riding on this project as well.

I won't let personal feelings get in the way,

so you need not worry.

Very well then.

Where is everybody?

Karaoke.

What are you doing?

I'm thinking about who to cast.

- Boss. - What?

Geum San Ad is doing BK Home Tech's ad.

What?

Maybe it's for the better.

We can go head to head with BK and Geum San Ad and crush them both.

Objectively speaking,

there's a 99% chance that we'll be the ones getting crushed.

You said BK's out to gobble up Century, right?

I bet they're going to put a lot of money into their ad.

You said the budget doesn't determine the value of an ad.

That's true. Money alone doesn't make a good ad.

But money can lure consumers.

Judging from how BK has acted, they may resort to underhanded tricks.

But we can't just sit back and let them have their way.

No, we can't.

Geum San Ad is bound to cast a celebrity or two.

If we want our ad to really stand out,

we must cast ordinary people.

Then we can set up the rivalry as conglomerate versus small business,

celebrity versus common people.

We can make it a standoff between fake and authentic.

Ordinary people?

Do you have someone in mind?

I have the perfect twosome in mind,

but it'll be very hard to cast them.

Who are they? You know how persuasive I can be.

No way. It's ludicrous.

Many small and medium business ads star the companies' presidents.

I'm sure you've seen ads like that.

It's one thing for me to do it,

but what about my son?

He wants me to sell this company, so why would he appear in our ad?

If I talk your son into it, we're good to go, right?

So you've agreed to be in the ad, and that's that.

Where are you going?

You said time was money.

You know where I'm going. I'll see you later.

Nice weather.

Who are you?

I believe we've met.

I'm President Nam's personal assistant.

The overarching concept of our ad is emotional engagement.

And how can you emotionally engage viewers? Through authenticity.

Think about it.

If the father is real, but the son isn't,

how can the ad be emotionally engaging?

You know very well who my employer is.

I do.

That's why we should make a killer ad so that they can stop pressuring you.

Both you and my father are crazy.

Yes, we are crazy.

I'm crazy about advertising, and your father, about thermoses.

I'll come and jog with you every day until you say yes.

Fine, be my guest.

Hey, look.

Okay, fine.

I happen to be a pretty good runner.

You're too fast.

Too fast.

I'm back.

I think it's high time for you to say yes.

If I beat you today, you have to appear in the ad.

I'm off.

Too fast.

Oh, right!

Why didn't I think of it sooner?

What do you have in mind?

I must be a genius.

Don't you guys think so too?

What is it? Hurry up and tell us.

Who are you?

I'm Kim Mansu.

You pushed me out of the elevator that one time.

I've been working at Century for a month now.

Thanks to your father, I'm working instead of living on the street.

My name is Song Jinsu. This is my 12th year at Century.

Why are you doing this to me?

Because I'm grateful.

I had eight convictions on my rap sheet, and yet your father took me in.

I'd be back in jail if not for him.

And this month, I became a deacon at our church.

On his deathbed, my father told President Nam

he could die with peace of mind,

knowing that I'd be in good hands.

From then on, I've regarded President Nam like a father.

Who are you?

What kind of sob story do you have for me?

What is it? Go ahead and tell me!

I'm President Ma of GRC, the company doing Century's ad.

Just like your father put his soul into Century thermoses,

I will put my all into Century's ad.

Mr. Ma said that all I had to do was run.

At your age, will you be able to run okay?

Have you forgotten? I always made better time than you.

I'll make sure I get paid well for appearing in the ad.

Do you think you've worked hard enough to stuff your faces?

It's toilet cleaning duty for a week if you don't finish all your food.

Got it, sir.

When water 95 degrees Celsius is poured into industry leader A's thermos,

- What is it? - the water stays warm for six hours,

but B's thermos kept the water warm for over eight hours.

When water is poured out of B's thermos,

the stream of water doesn't spill.

Thus, B's thermos performed better in terms of safety as well.

How dare they air a program based on fabricated information?

Where's Park? Manager Park!

There must be a legal mandate on the disclosure of product performance

in terms of temperature, safety and convenience to induce fair market pricing...

Yes, Ms. Ko.

The program's airing right now.

I'm watching it. Good job.

Negative articles and posts about Century will circulate on the internet as of today too.

It was all too easy.

I talked to the president about reinstating you as an AE.

Thank you.

I'll see you at the office.

These test results were government certified.

How can you air something that is contrary to proven data?

How many times must I tell you our test results came out differently?

Do the tests again and redo the show.

Have you ever seen our program feature the same products twice?

I'm busy right now, so let's talk another time.

Let it go.

It won't be any use.

I told you, didn't I?

Our chances of getting crushed are 99%.

But there's a 1% chance we might win.

To me, that 1% is like 100%.

[Baek Coffee]

[Century Thermos]

[Real-time Sales Revenue]

Yeah! Cheers.

Ow, it's hot. It's so hot.

It's all thanks to the great ad you made

that I am standing here as an AE again.

What's going on, Ms. Ko?

Why are you acting all nice? This is so unlike you.

I didn't know how warm our nest was until I was driven out of it.

If that's the case,

why don't you treat your chirping little birds to coffee?

Sure thing.

Shall I get your usual favorites?

No, Ms. Baek. I'll go myself.

Pardon?

There's a lot I need to apologize to you for.

What would you like? A latte?

No, I'm all set.

Maybe she's terminally ill.

She's a completely different person.

Then I'll get your usual favorites.

I don't think the rope I latched onto was necessarily weak and frayed.

It looks like hardship softens even someone like her.

Watch your tongue.

I heard some things about Century Thermos.

Don't tell me they went bust because of our ad.

What? Really?

The ad is one thing, but it looks like

BK is pressuring banks and other sources of cashflow for Century.

What do you mean?

BK wanted the land where Century's offices and plant are.

The folks at BK are scary.

What did the network say?

The validity of our data has been confirmed,

so they'll air a correction next week...

Our reputation is tarnished, and retailers have turned against us.

What good would a correction do?

I'm sorry, sir.

Sir.

Woojin Bank said they couldn't help us either.

I'm so sorry.

We can manage this month,

but the problem is accounts payable next month.

Okay. Get back to work.

I heard this is the first time

our thermoses came in first place since BK Home Tech's founding.

Good job.

Thank you for giving us the opportunity, sir.

I doubt your ultimate goal was one little thermos ad.

What do you want?

We heard BK is revamping its corporate identity soon.

Lack of ambition is a problem,

but so is excessive ambition.

If they're both problems,

I think it's better to be overly ambitious.

I'm curious about just how ambitious you are.

[Baek Hyeonjin]

What's going on? You never call me.

Have you had dinner?

I'd like to treat you to dinner tonight.

Really?

We can't get to work unless Century sends us the money.

Think about how hard-pressed President Nam must be.

Let's trust him and be patient.

President Nam, to what do we owe this visit?

I got you a little snack.

Eat them before they get cold.

This is good.

Why aren't you eating?

It looks like you have something to say to us.

I'll eat afterwards.

I'm sorry.

I don't think we can do the ad.

What do you mean, you can't do the ad?

There's nowhere to get money.

I might not even be able to pay my employees.

No, sir. You can't back out now.

We should go ahead with it, even if we have to cut the budget.

I feel terrible.

It's not much.

Thank you for all the hard work you put into a tiny, pathetic company.

Thank you also for the unforgettable memories you've given this old man.

It's because of BK that you can't get funding, right?

I can't blame anyone but myself.

It's all because I'm not competent enough.

President Nam!

I can't give up like this.

I still haven't shown you the power of advertising.

You have shown it to me, and it's moved me deeply.

Use your fine talent at a better company.

Please do that.

Why did you invite me to dinner out of the blue?

This is a three-generation family-run business.

Mom said they made dumplings right, and she enjoyed coming here.

What are you getting at?

I wanted you to know

that many people want to hold onto the little things.

Please leave President Nam's business alone.

That's none of your business.

Business management is about the survival of the fittest.

Companies that can't keep up are bound to disappear.

It's not that they can't keep up.

They're suffocating under the tyranny of large companies.

I'm sure you remember Seonmi, my best friend in high school.

You pushed her father's company to bankruptcy by stealing their technologies

and cutting off their sources of funding.

How long will you talk about her?

Because of you,

my best friend's father committed suicide.

I still see Seonmi in my dreams.

And yet you want me to stop talking about her?

I didn't make the world the way it is.

I just happen to adapt well to the principles that govern it.

Some people fail to adapt and fall by the wayside.

That's not my problem. It's theirs.

I'm also one of those people who have trouble adapting.

I don't think my misery is entirely your fault.

But you could have lessened it.

You can prevent a tragedy for President Nam's company too.

What will you do about Century Thermos, sir?

Proceed as planned.

Don't tell me you're moping too.

Where's everyone else?

They were all so depressed, I sent them off to karaoke.

You did well.

Do you want some?

He named the company "Century Thermos"

so it would last 100 years.

The pacemaker ad...

If we had made it, it would have been amazing.

I know.

Advertising is one thing, but I bet those two would've really liked it.

What a shame.

I just don't get it.

Don't get what?

Why do people only look at a given product?

I mean,

I'm not saying that they should look up the company's corporate vision,

but shouldn't they at least look into whether the company is good or bad,

and whether the president is principled or a money-grubbing lunatic?

I'm right, aren't I?

Yes, you are.

But don't let out that discontent. Keep it close to your heart.

People who criticize and complain are just badmouthers.

But we are admen,

so express your discontent and sense of injustice in your ads

for the world to see.

Why?

Because that's our calling.

Don't forget.

Discontent is the driving force of creativity.

You're absolutely right.

Don't gush, though. You're embarrassing me.

Let's make it.

Make what?

The ad.

Are you kidding me?

We have footage to work with.

Maybe not an ad, but we can make a video we can show those two.

Calm down and have a drink.

No, no.

Let's show the world as user-created content, or through SNS.

We should let people know that there's a company like this.

Alcohol's doing nothing for me today.

I'm off to bed.

Where are you going?

You said letting the world know was our calling as admen.

But I'm not dissatisfied with the way things are.

What are you guys doing in the dark?

Conserving electricity like President Nam?

Good timing.

We decided to go ahead and make the ad.

Geez.

So what's your answer?

You're going to turn my world upside down again.

Fine.

Ms. Gong, boot up the computer.

Son.

Get me 100 moving, tearjerking songs.

- Hassan. - Yes?

Order us some greasy snacks.

Let's go with this title.

What's the title?

"A Day in the Life of President Nam." Amazing, right?

It's amazing, boss.

Ms. Gong.

Don't forgot to put it in at the very end.

- Put what in? - Made by GRC.

That's so cheesy.

Ms. Gong.

Let's start off with a five-minute version.

Son, you put the music in. It has to be moving.

President Nam!

Where are you going, sir?

Hold down the fort.

President Nam.

"A Day in the Life of President Nam" topped the search rankings.

Awesome.

[A Day in the Life of President Nam]

Hello?

Is that GRC?

Yes, it is. Who is calling?

I'm Park Jeongmin, a producer at EBC network.

We're calling regarding "A Day in the Life of President Nam".

You are? How may we help you?

We'd like President Nam to appear on our program.

Do you have his contact information?

His contact information? Yes, hang on.

Hello?

Taebaek, it's me.

I must be the bringer of misfortune.

What are you talking about?

Wherever I go, there's bankruptcy or fraud.

What's going on?

President Nam is on his way to BK Group right now.

I think he's selling the company.

Softsubs provided by WITH S2 Written In The Heavens Subbing Squad

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Translation by KBS World

Transcriber & Timer: starstruck

Special thanks to Kakak

Coordinators: ay_link, mily2

~ Preview ~

There's a problem on the Century Thermos front.

Who made this?

I'm returning to the ad industry.

You can call it the return of the king.

Is Geum San Ad trifling and inconsequential to you?

There's something I'd like you to do for me.

Do you know a guy named Lee Taebaek?

What are you talking about? President Ma? A whistleblower?

They say crisis is opportunity. This is for the better.

Director Kang did seem to have a certain appeal today.

I have something to brief you on regarding Choi-Ko Foods.

Choi-Ko Foods, here we come!