KstarAD

I have watched and approved tens of thousands of campaigns over the course of three decades, but looking at recent trends in Korean advertising reveals many truly interesting points. In particular, the 'Light Now Witch's Soup, Now Conveniently LIGHT NOW!' commercial I will analyze today was a very clever and sophisticated move, even to the eyes of someone with 30 years of experience. I will thoroughly dissect, from the perspective of an advertising expert, how they utilized the powerful model of actress Kim Yoo-jung to present the somewhat heavy topic of health in a trendy way. ## The Aesthetics of Model Selection: The Brand Named Kim Yoo-jung In advertising planning, selecting a model is not simply about buying recognition. It is a sophisticated process of transplanting the narrative and image that the model possesses into the brand. Actress Kim Yoo-jung is the "nation's little sister" whom Koreans have watched grow up since childhood, and she is now an unriv...

I am an advertising professional who has been rolling around in the field of advertising planning for over 30 years. Although I have watched and approved tens of thousands of campaigns over the course of three decades, I sometimes get goosebumps when looking at the creative aspects of Korean advertisements these days. In particular, the Yeogi Eottae commercial I will analyze today—"Great Heroes Who Loved Korea This Summer and How About a Trip? (ft. Admiral Yi Sun-sin)"—was a very clever and bold move in my eyes as well. I will thoroughly dissect, from the perspective of an advertising expert, how they utilized a heavyweight model like actor Kim Yoon-seok to imprint a brand name on the public's minds within a short 15-second window. ## The Aesthetics of Model Selection: The Persona of Kim Yoon-seok In advertising planning, selecting a model is not simply about buying fame. It is the process of transplanting the narrative and image that the model possesses into the brand. A...

Having worked in advertising for decades, I have always felt that delivery app advertising is a fiercely competitive category. Features are similar, and benefits are roughly the same. Ultimately, what remains is the "face of the brand." The 30-second commercial for [Ttaenggyeoyo] that I am introducing today targets this point precisely. The model is actress Jang Nara. And the copy speaks wittily: “Even ‘Nara’ orders Ttaenggyeoyo!” ## Why Jang Nara? A Trust Asset That Transcends Generations Jang Nara is a unique actress. She is a star who has consistently maintained public favor for over 20 years. Her image is unpretentious, bright, and stable. While convenience is important for delivery apps, the core issue is whether one can "order with confidence." Jang Nara's image symbolizes precisely that trust. What I have learned on the advertising set is that when a brand is still in its growth phase, a strategy of leveraging "trust assets" is effective. Jang N...

I have spent 30 years in the world of advertising planning. While I have planned numerous campaigns and met countless models, it is rare to find a model who holds an unrivaled position as an artist, rather than as an actor or singer. The Maxim White Gold short video I will introduce today is the "White Gold Latte Recipe" episode, featuring that very unrivaled presence: Figure Skating Queen Kim Yuna. Through the eyes of a 30-year advertising professional, I will examine the strategy and sophistication contained within this short video. ## A 10-Year Partnership Between Brand and Model: An Asset Named Trust Model replacements are very frequent in the advertising industry. As trends change and consumer tastes shift, brands are bound to seek new faces. However, the relationship between Kim Yuna and Maxim White Gold is an exception. For over a decade, she has been the face of this brand. To my generation, Kim Yuna holds significance beyond that of a mere sports star. She is a hero ...

Having worked in advertising for decades, I feel that there is no genre as difficult as financial advertising. Products are complex, messages can easily become rigid, and trust is absolutely critical. However, sometimes when I come across a teaser ad that boldly breaks those formulas, I find myself nodding in agreement. The Shinhan Super SOL teaser video I will discuss today, the “You Will Forget It All” episode, is exactly that. The model is actor Park Bo-gum. The tension created by this single line and this single person was quite an impressive scene even in my decades-long career in advertising. ## Why Park Bo-gum? A Presence Beyond the Face of Trust Park Bo-gum is an icon of “trust” in Korea. With his neat and clean image, and a likeability built up over a long period without major controversy, he is a model that financial brands are bound to prefer. However, this ad does not use the familiar Park Bo-gum in a safe way. Instead, it imbues him with a subtle tension. With a calm expre...

What I’ve realized while working in advertising is that IT advertising is always difficult. Explaining features makes the ad stiff, while relying solely on emotion diminishes its persuasiveness. However, the Android x LE SSERAFIM campaign I will introduce today has exquisitely combined these two elements. It unpacks technology through "songs." And they chose Le Serafim as their messenger. As an advertising professional, I simply cannot overlook this combination. ## Why LE SSERAFIM? The Meeting of Performance and Technology Since their debut, Le Serafim has consistently emphasized "intensity" and "self-confidence." Performance-oriented stages, addictive hooks, and repetitive messages—rhythm is the very DNA of this group. It is no coincidence that Android employed Le Serafim to introduce the Gemini feature. Features like voice recognition, search, and summarization can easily feel cold and mechanical. However, the moment they are presented through the concep...

What I have realized while working in advertising is that in today's advertising, "leaving a lasting impression" is more important than "saying a lot." The Twosome Place X ILLIT Wonhee commercial I will introduce today is a prime example of this. Although the video is short, the emotions are vivid and the message is clear. Featuring Wonhee, a member of ILLIT representing the 5th generation of K-pop, this campaign demonstrates how a brand and an idol can naturally coexist. ## Why ILLIT Wonhee? A Strategic Choice for Freshness As an advertising planner, the first thing I look for is a model's "presentness." Wonhee is a member who established a strong presence in a short period after ILLIT's debut. Rather than the image of a massive star, he is closer to a "currently evolving icon" who is just beginning to grow. Twosome Place's selection of Wonhee can be interpreted as a signal that the brand wants to rejuvenate itself. Twosome is al...