F3 driver Shin Woo-hyun, broadcaster Kim Sung-joo star in ad

Brand also sponsors FIA Formula 3 broadcasts on Coupang Play

Motorsport-linked campaign marks fuel additive's 30th anniversary

A still from Bullsone Shot's new TV commercial released to mark the brand's 30th anniversary. [Bullsone]
A still from Bullsone Shot's new TV commercial released to mark the brand's 30th anniversary. [Bullsone]

Bullsone is launching a new TV advertising campaign to mark the 30th anniversary of its Bullsone Shot fuel additive brand. The campaign features South Korea's only Formula 3 driver, Shin Woo-hyun, and broadcaster Kim Sung-joo, and is designed to reinforce the brand's image of bold ambition.

The company announced the new commercial Friday. Built around the message "Beyond the only one in Korea, toward the best in the world," the ad pairs racing footage of Shin — who competes on the global stage — with imagery evoking Bullsone Shot's three decades alongside Korean drivers.

Set against a racing track, the commercial captures Shin suiting up in the pit lane, pulling on his helmet and climbing into his car, then pushing through corners at speed — conveying the tension and velocity that define motorsport. Broadcaster Kim Sung-joo also appears, cheering Shin on and delivering the campaign's central message.

Shin is the only Korean driver currently competing in Formula 3. Bullsone is formally sponsoring him as part of the campaign, linking the brand's 30th-anniversary message to his story of pursuit — an effort to project an image of a homegrown fuel additive brand reaching toward global markets.

Bullsone is also sponsoring FIA Formula 3 broadcasts, with the aim of giving domestic motorsport fans greater access to international racing. The races will be available on Coupang Play, with the season resuming after a break from the Monaco round in June.

By combining its sponsorship of Shin with broadcast support for Formula 3, Bullsone said it intends to build wider attention to formula racing in South Korea. The campaign reflects a broader push by automotive product brands to deepen brand experience through motorsport content, going beyond straightforward product promotion.

Bullsone Shot debuted in 1997 as a fuel additive poured into the tank at fill-up, helping remove carbon deposits from the engine and improve fuel efficiency. Through the new campaign, the company aims to convey both the trust it has built as a long-running brand and its ambitions going forward.

"On the occasion of Bullsone Shot's 30th anniversary, we are proud to present a campaign that captures both the trust the brand has built and our determination to keep pushing forward," said Jeon Seon-pyo, head of Bullsone's marketing division. "Through a range of activities with Shin Woo-hyun, South Korea's only F3 driver, we will share the true value of Bullsone Shot and contribute to the growth of Korean motorsport."


kwater@heraldcorp.com