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1. Advertisement Overview: The Crystal of Clear and Transparent Image
This advertisement is a new campaign presented by the transparent whitening toothpaste brand ‘Serafin’, and I-DLE member Miyeon appears as the main model. The overall atmosphere of the advertisement emphasizes purity, freshness, and transparency, and intuitively delivers the brand message through Miyeon’s unique clear and clean image.
In particular, the phrase “One, Two, Serafin” was composed to encourage the routine use of the product while also being cute and rhythmic, making it easy for consumers to easily remember it.
2. Reason for selecting the model: The perfect harmony between Miyeon’s image and the brand
I-DLE’s Miyeon is usually loved for her ‘freshness’, ‘clear tone’, and ‘elegant appearance’. She shows a ‘clean and trustworthy image’ not only through her idol activities but also through various broadcasts, and she perfectly matches the message of ‘clear smile’ that the brand wants to convey.
Especially, since toothpaste is a daily-use product, ‘trust’ is a very important factor, and Miyeon’s image adds great strength to this, and it was able to give a positive impression not only to the target consumer group of women in their 10s to 30s, but also to family consumers.
3. Production and mise-en-scène: Visualization of a refreshing and pure concept
The commercial uses pastel-toned white and mint colors as the main colors, giving a clean and refreshing impression. Miyeon is shown brushing her teeth in a white bathroom illuminated by natural light, and her ‘natural smile’ is emphasized through a transparent glass cup, pure white clothes, and natural hairstyle.
In particular, the camera often slowly shows Miyeon’s close-up smile, visually unraveling how a ‘transparent smile’ is created. The scene of her smiling under soft lighting like morning sunlight is used as the main image of the commercial and has a great impact.
4. The Power of Slogans and Copy: The Magic of Rhythm, “One, Two, Serafin!”
The main slogan, “One, Two, Serafin!”, is composed in a cute and rhythmic way, as if children were counting numbers. This copy simply expresses the product usage routine while repeatedly exposing the brand name, which leaves a strong impression on viewers.
In addition, the phrase, “The Beginning of a Transparent Smile” symbolically expresses that the product can be more than just toothpaste and become the starting point of ‘self-care’ and ‘confident smile’. This is an element that particularly resonates with MZ generation consumers who are sensitive to their appearance and image.
5. Connecting the Brand and Consumers: Building Trust through Emotional Stimulation
Through this advertisement, the Serafin brand aims to establish itself as a premium image that provides consumers with not just a functional product, but also ‘emotional satisfaction’. Miyeon’s presence goes beyond a simple model and is used as a medium to form an emotional connection between the brand and consumers.
In the last scene of the commercial, Miyeon herself narrates, “Today is another transparent day, with Serafin!” and looks at the camera, which gives the viewer a feeling of being directly spoken to, and acts as an element that further increases the intimacy with the brand.
Conclusion: Serafin x Miyeon, completing the brand message of ‘transparent smile’
“The beginning of a transparent smile! One, two Serafin” is an emotional campaign that goes beyond a simple product advertisement and naturally blends a ‘clear and clean image’ into the viewers’ daily lives. The branding power of the character Miyeon and the core value that the product is trying to convey are harmoniously combined, leaving a deep impression in a short video.
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