2024 Show
Choi Seon-mi · South Korea · Korean
Boss swaps bodies with her intern in this workplace comedy with unique ideas but baffling characterization
Body swapping is an intriguing concept because it’s such a concrete, immediate way for two characters to intrinsically understand one another. Usually, this swap occurs between relatives, lovers, and friends, but Branding in Seongsu takes this swap between a boss and her intern, as they clash over the ethics of marketing a big name cosmetic brand with an animal cruelty scandal. With the two people fundamentally opposed in values, it feels like it should be exciting to see their views challenged, especially considering not many shows portray these corporate ethics, but the uneven power dynamic, the workplace context, and lack of professionalism makes these discussions taste sour. Eun-ho’s flirtations feel like it’s undermining Na-eon’s authority and Na-eon’s feedback feels reminiscent of horrible bosses. Branding in Seongsu has an interesting high concept, but it’s the details that just doesn’t make this work.
A relentless marketing executive and a warm-hearted intern are always at odds with each other but everything takes a wild turn when their souls switch after an unexpected kiss.
Seongsu Agency’s youngest team leader Kang Na-eon is a living legend in the marketing industry, winning big clients and turning every project into a success, regardless of morals. However, the oldest intern So Eun-ho, concerned with the animal cruelty allegations, causes some trouble when they swap bodies after an unexpected kiss.
Branding in Seongsu takes plenty of K-drama tropes and inverts them in a humorous way – the male lead is clumsy, the female lead is cold, and the girl catches the guy falling in slow motion – but this inversion doesn't really escape the certain issues these tropes have, namely that they’re so diametrically opposed that there’s nothing immediate to suggest there’s something that could be built upon.
It’s just a bad, bad idea to even consider dating your boss. Don’t do it.
Isabella Endrinal is a curator at A Good Movie to Watch. She's now free from the corporate night shift. Previous articles have been published in outlets such as NANG Magazine. She's currently catching up on some classic films… if she isn't coping with the fact that the Haikyu anime will end soon.
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