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1. Advertising Overview: The Dual Meaning of 'King' and 'Courage'
The "Courage of Kings of Different Classes" commercial is a campaign created in collaboration between the ramen brand Faldo Wang Lid and a world-renowned e-sports player **Faker, Lee Sang-hyuk. The core of the commercial starts with the expression "Courage of Kings" in the title. Here, "Courage of Kings" has the dual meaning of **1) large ramen container (lid)** and **2) king-like container (courageous heart)**, symbolizing both the brand's identity and Faker's personality.
2. Model Selection: Why 'Faker'?
Faker is called the "emperor of esports," and he has established himself as a cultural icon beyond just a professional gamer. Unlike traditional sports stars, his "class-different skills" have protected the throne through mental strength, concentration, and strategic thinking. This goes well with the slogan **"Real Ramen Made by Paldo Wang Lid," which naturally connects the values of the two brands.
3. Directed by: The Intersection of Game and Reality
Advertisements are developed by cross-editing scenes of e-sports games and actual ramen cooking and consumption. Faker's concentrated play of the game is portrayed like a king devising strategies on the battlefield, while at the same time, he simply takes out the king lid, cooks, and relaxes.
This production further highlights the message of the king's courage in everyday life through the stark contrast between the battlefield in the game and the meal in everyday life. There is also a suggestion that the king in the game is Faker and the real king is us who eats the king's lid.
4. Message: You can be king, too
At the end of the ad is the phrase "Your courage in a different class." This is a message that goes beyond just product promotion and instills pride in consumers. In other words, it's a pleasant and confident message that the moment you eat the king lid, you can become a "king in a different class."
At the same time, the narration, "A single container changes the class," connects the "big ramen container" and the "inner container"** once again, naturally combining Faker's image with the product.
5. Brand Strategy: Targeting the MZ Generation
This ad campaign is aimed directly at the **MZ generation (millennial + Z generation)**. They respond more to storytelling and character-oriented content than simple "product excellence" as in the past. In particular, familiarity with games and e-sports, humor codes, and self-expression are reflected throughout the advertisement, which is effective in increasing brand favorability to them.
It also fits well with digital marketing strategies as viral videos spread around digital platforms such as YouTube and TikTok, and short clips can sufficiently convey key messages.
6. Conclusion: Product and Model 'Class Synergy'
The "Courage of Kings with Different Classes" ad is a representative collaboration example that exquisitely combines Faker's brand value and the symbolism of the Paldo Wang lid. The combination of planning, sensual production, and accurate targeting that utilized both the physical characteristics and mental messages of the product left a strong impression on many consumers.
In particular, it is considered a successful rebranding strategy in that it has given new vitality and sophisticated images to the rather familiar and old image of "King's Lid."
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