Hello, this is Korea advertising.
1. Introduction – Definition of 'ordinary day'
Advertisements begin with the concept of "ordinary days." Not a fancy or special day, but a daily routine given to anyone. This ordinary day can go by dryly, but emphasizes that this mediocrity is the core of our lives. Calm background music plays with Kim's narration, evoking daily routine in viewers with realistic and refined tones. Through this, advertisements create a consensus among viewers first, and suggest the role of products.
2. Deployment – the warmth of a day with coffee
Leading to the middle part, it shows where mammoth coffee lies in everyday life. Various everyday scenes, such as going to work, library, office, and a short break, appear, and each scene is accompanied by a cup of coffee. Daily and friendly lines, like "It's morning, so a cup of coffee," gently permeate the viewer's emotions. The coffee in the commercial is not just a drink, but a 'routine' and emotional support that makes up the day. Kim Woo-bin's warm voice, expression, and calm production convey the message more authentically.
3. Conversion – Kim Woo-bin and Mammoth Coffee Harmony
One of the big features of this advertisement is the natural harmony between the image of model Kim Woo-bin and the brand image that mammoth coffee aims for. Kim Woo-bin is a strong, warm, urban, and humane actor. Mammoth Coffee has been known as a cost-effective and popular brand, but we want to elevate the brand's identity to a more emotional and sophisticated direction through this advertisement. As a person named Kim Woo-bin appears as a spokesperson and assistant for Everyone Who Passes the Normal Day, the brand image is reinterpreted as a 'brand that shares everyday life' beyond just a franchise coffee.
4. climax – 'we live every day'
The climax of the ad comes with a narration, "We live more normal days than special days." This sentence aggregates the message across the ad and clearly conveys what kind of brand mammoth coffee is. It convincingly demonstrates the existence of mammoth coffee, which evokes the meaning of normal days and adds warmth to the day. Kim's final scene, holding a cup in his hand along with the brand's logo, remains in the hearts of viewers with a subtle afterimage.
5. Finishing – Message of identity and continuity
In conclusion, the advertisement emphasizes the message of maintaining the friendly and popular feeling of the brand name "mammoth coffee" while also being the "companion" that makes our normal days meaningful, not just a low-end coffee brand. The voice narration carries emotions at a slow pace, and the brand slogan slowly appears with the subtitles. The lingering image continues to affect viewers' emotions even after the advertisement is over.
This advertisement builds a strong consensus through the keyword "ordinary day" that applies to everyone, focusing on emotional messages. It follows the flow of modern advertisements that are strong in emotional branding, and it is a high-quality video that matches the image of the model Kim Woo-bin and the value of the brand.
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