LG mobile has commissioned some of the most unusual advertising (public service?) spots one could imagine: Before you text, give it a ponder.  Compare this to other efforts by the Korean Government to encourage responsible behaviour on the internet.  This gives a new meaning to “bearding” and, according to Xeni Jardin (boingboing), is the work of Young and Rubicam in the states.
LG is now THE hub of bearding.