KstarAD

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 ...

What Happens When Jun Ji-hyun Meets Pizza: The Overwhelming Class in the No More Pizza Commercial I am an advertising professional who has worked on the front lines of advertising planning for over 30 years. While I have observed and approved countless campaigns over the span of three decades, some models can instantly elevate a brand's stature simply through their mere presence. The "No More Pizza" commercial I will analyze today—"This One Sentence Is Enough"—is exactly such a case. I will thoroughly dissect, from the perspective of an advertising expert, how they utilized the living legend that is actress Jun Ji-hyun to elevate the popular food of pizza into a luxury brand. The Trust Instilled by the Name Jun Ji-hyun In advertising planning, selecting a model is not merely about buying recognition. It is a highly strategic choice to implant the narrative and aura that the model possesses into the brand. To Koreans, actress Jun Ji-hyun is a symbol who has held ...

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 ...