Hello, this is Korea advertising.
1. Advertising Overview: Fluttering Refreshing, New Sprite Campaign
Sprite's new campaign for the summer of 2024 **'Chill Refreshing' brings to the forefront an intense refreshing sensation that cools you down in the city. This ad, in particular, actively reflects the sensitivity and speedy visual beauty of Generation MZ, has become a lifestyle campaign that goes beyond just product promotion to represent 'coolness' and 'urban energy'.
As an advertising model, K-pop girl group aespa's **Karina** was selected, showing perfect synergy with Sprite's brand image through her unique visuals and sophisticated performances.
2. Concept: 'Cool storm in the city' that separates the heat
The slogan "Whirlwind Chill Refreshing" means not just coolness, but an intense refreshing feeling that wipes out the heat of the city like a strong wind. The campaign begins with Karina's dynamic movement separating high-rise buildings on a hot summer day, culminating in a scene where the entire city is refreshed as soon as you drink Sprite.
The background music is produced based on trendy house beats to create an energetic atmosphere, and Karina's narration delivers an intense message: "The heat in the city, now I'm swirling."
3. Karina's image and harmony of Sprite
aespa Karina is an idol with both urban and future-oriented atmosphere, and it exquisitely blends with the refreshing and smart image that Sprite wants to express. In particular, Karina's restrained dance line and expressionless freshness in the advertisement show the essence of "coolness."
She moves forward quickly with a can of Sprite in her hand in the commercial scene, which is staged like a downtown runway, and the hot air in the background and the instant freezing of buildings visually impresses the powerful freshness of Sprite.
4. Visual Beauty and Directing: An Aesthetics of Hybrid Refreshing
Advertisements are generally centered on neon colors and metallic gray tones, and they attract attention with modern and sophisticated productions. In particular, the effect of changing the color as if the cold air spreads on every path Karina passes by is a visual perfect embodiment of the concept of "Wheel Chill."
Drone cameras and high-speed photography technology are also very dynamic, and scenes in which the camera rapidly zooms in, out, or rotates according to Karina's movement are frequently seen. As a result, the entire advertisement feels like a music video and meets the younger generation's visual preferences.
5. Brand Message: "Coolness, Beyond Experience"
This Sprite commercial goes beyond just "relieving thirst" and redefines Sprite as an experience that provides refreshing energy and coolness in the city as soon as you drink it. The urban sensibility, cool energy, and intense production expressed through Karina symbolize the next generation of coolness that the brand seeks.
Through this campaign, Sprite is selling "experience" to consumers, not just "taste," and various collaborations and social media events are also underway, especially during the summer season. Fashion and accessories used in advertisements have also become popular items among the MZ generation, benefiting from the marketing effect.
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