Hello, this is Korea advertising.
The newly introduced advertisement "Will Peony – Compass of Health on Korea" by Korea Yakult's functional fermented milk brand "Will" models national star Son Heung-min and emphasizes the reliability of the brand and the health function of the product at the same time. The advertisement convincingly conveys the "importance of stomach health" through Son Heung-min, Korea's national soccer player and a thorough image of health and self-management.
The commercial begins with a calm yet serious atmosphere. Son Heung-min appears and draws viewers' attention by asking the question, "What direction is your stomach pointing in?" in a natural and honest tone as if in an interview. It is not just a product introduction, but an introduction that induces a 'change of thoughts' about health.
In the following scene, Son Heung-min shows his daily routine to protect his health, and a close-up of him constantly taking "Will Peony" despite his busy schedule is shown. Through this, it secretly implies that the product is a "professional choice" and induces consumer trust. Son Heung-min on the screen is a sincere and reliable image that blends well with the authenticity of the product called Will Peony.
The key message of the ad is to "choose the right direction for your stomach health." Here, the traditional oriental image of the raw material 'Peony' and the scientific image of 'Will' as a functional fermented milk brand are combined to suggest a balanced health solution in the East and West.
Visually, Son Heung-min and the product are centered on a simple and clean background, and they are designed to focus on the message without distracting the viewers' eyes. The narration is restrained, and Son Heung-min's actual voice is used to enhance authenticity.
In the latter part of the ad, the product is placed in the center of the screen with the words "Stomach health, correctly with Will Peony." This is a device that encourages consumers to naturally recognize the product as a solution to stomach health. At the end, the copy "Will Peony, Compass of stomach health" is emphasized, and it summarizes the core themes throughout the ad.
Overall, this advertisement communicates emotionally with consumers by talking about the attitude and direction of life for health rather than simply emphasizing the functions of the product. By using a symbolic model called Son Heung-min, the image of the product is more premium and reliable.
The ad is targeting health-conscious groups, especially those in their 30s and 50s, and sends a soft but strong brand message of "wise choice to keep your health."
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