KstarAD

Having worked in advertising for decades, I’ve come to realize that summer advertising is ultimately a battle of how convincingly one can demonstrate "lightness." The Gamtan X Son Ye-jin commercial, "Summer is the Season of Gamtan," which I will introduce today, is a prime example of how this formula was executed with great elegance. Within a short 15-second runtime, it conveys the message of being "light as if you aren't wearing anything" simultaneously through visuals and emotion. The model is actress Son Ye-jin. This combination was not merely about using a famous model; it was a choice that completed the brand's tone. ## Why Son Ye-jin? The Intersection of Trust and Elegance Son Ye-jin has long been Korea's representative actress. She has naturally expanded her image from a pure, innocent look to one of maturity and stability. She is also a face already familiar to global fans through works like *Crash Landing on You*. The "lightness...

Having worked in advertising for decades, I have come to realize something: advertisements that touch on ‘emotions’ first, rather than the product, are the ones that last. The campaign I will discuss today, “To You Who Will Finally Be Filled Even the Moments That Are 2% Lacking 💌 From Han Roro (Full ver.),” is exactly that type. The model is singer-songwriter Han Roro, and the main copy reads: “You will fall in love. The daily hydration that fills me.” This sentence offers comfort to life rather than simply describing the product. ## Why Han Roro? A Choice of Sincerity Over Exaggeration Han Roro is not a mega-idol. Instead, she is an artist who has built her own unique fanbase through profound lyrics and delicate sensibility. As an advertising planner, the reason this casting left such a strong impression is clear. This campaign speaks of ‘comfort’ and ‘fulfillment.’ Han Roro’s voice and atmosphere convey that message without exaggeration. What I have learned from my 30 years in the a...

Having worked in advertising for decades, I’ve come to realize that when the naming and the model align perfectly, the advertisement is already halfway to success. The Gourmet Sobaba Golden Holic teaser, titled “The ‘Gye’ to Be Reborn,” which I will discuss today, is a prime example of this. The model is actor Hwang Min-hyun, formerly of Wanna One, and the main tagline is “A Crane Among the Chickens.” As an advertising professional, I simply cannot overlook this combination. ## Why Hwang Min-hyun? Branding Started with the Name The name Hwang Min-hyun contains the character “Hwang (黃).” This connects naturally with the product name, Golden Holic. This is not a coincidence, but a strategy. From the perspective of an advertising planner, the message is much more easily imprinted when the model’s name aligns with the product concept. The moment Hwang Min-hyun appears, the keyword “Gold” is naturally associated with him. Adding to this, the main tagline “A Crane Among the Chickens” is deci...

Having worked in advertising for decades, I’ve come to realize that chicken commercials are always intense. Fire, oil, crispiness, and love. However, the Gamachi Tongdak X Lee Su-ji & Heo Nam-jun commercial I’m introducing today twists that familiar formula slightly to add humor and narrative. The title itself is amusing: “Love is Tongdak Tongdak Love Edition.” From an advertising professional’s perspective, this is a calculated exaggeration and a rather strategic choice. ## Why Lee Su-ji and Heo Nam-jun? The Strategy of Temperature Difference Lee Su-ji is currently one of the most trendy comedians in Korea. She resonates with the younger generation through observation-based parodies and relatable, everyday characters. On the other hand, Heo Nam-jun is an actor who gained recognition through dramas, possessing a relatively serious and warm image. This combination is intentional. The exaggerated emotions of Lee Su-ji versus the understated Heo Nam-jun. The temperature difference bet...

Having worked in advertising for decades, I’ve come to realize that game advertisements are no longer just simple "game introduction videos." In particular, game campaigns featuring K-POP idols are akin to projects that expand an entire game world. The [AION2] fromis_9 in Atreia campaign I will introduce today is a prime example of this. The models are fromis_9. They appear not merely as models, but as entities that have entered the game world. From an advertising perspective, this is closer to "infiltration" than a "collaboration." ## Why fromis_9? The Intersection of Brightness and Fantasy fromis_9 is a group with a bright and refreshing image. Their strengths lie in their energy and teamwork. AION2 is an MMORPG based on a fantasy worldview. It is characterized by an intense and grand narrative. At first glance, the two brands appear to have somewhat different vibes. However, that very contrast is the strategy. As an advertising planner, injecting the vi...

Having worked in advertising for decades, if asked about the most powerful combination, I would say this: “The moment you capture two or more national-level figures in a single frame, that advertisement is already halfway to success.” The 30-second commercial for MGC X SON X EXO that I will discuss today is a prime example of utilizing that formula in a very blatant yet clever way. The model is Son Heung-min. And the voices filling the background are EXO. Soccer and K-POP, sports and music, global icons and fandom. This combination is less of a simple advertisement and more of an ‘event.’ ## Why Son Heung-min? The ‘National-Level Trust’ Borrowed by the Brand Son Heung-min is a figure who needs no introduction. A world-class player active in the Premier League, and a sports icon representing Korea. From the perspective of an advertising planner, Son Heung-min is not just a model. He is a symbol of ‘national pride.’ The moment a brand hires him, the message automatically expands. Sports ...

I have spent 30 years on the front lines of advertising planning. I am an advertising executive who has observed countless campaigns and reviewed thousands of models, and I am an advertising professional in my 50s who is still excited by new trends. There is only one reason why I started this blog. I wanted to share, from an expert's perspective, how Korean advertising goes beyond simple commercial videos to capture the essence of K-culture, which fans around the world are enthusiastic about. The video I will analyze today is the commercial for McDonald's Korea's new product, the Grilled Chicken Morning Burger. The model is actor Kim Jae-won, who captivated female hearts with his role as Shin Soon-rok in the drama *Yumi's Cells*. Actor Kim Jae-won's Fresh Face and Trustworthiness as Seen by an Advertising Expert In advertising planning, model selection is the most crucial step in determining a brand's first impression. Through the character Shin Soon-rok in the ...