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1. Advertisement Summary: "Would you like to play a game with chewy squid?"
[The Gourmet]'s 15-second TV CF was completed with a short and impactful composition to strengthen the premium food brand image. Actor Lee Jung-jae appears and stimulates consumers' curiosity by saying, "Would you like to play a game with chewy squid?" with his characteristic charisma and restrained speech. The core of the advertisement is to emphasize the differentiated texture of 'Squid Chobimyeon', a strategy to impress The Gourmet brand's unique position in the high-end convenience food market.
2. Model Casting: Lee Jung-jae's Symbolism and Brand Image
Lee Jung-jae is an actor who gained global recognition through the movie Squid Game, and he is a person with a serious yet sharp image. In the advertisement, he appears with a serious attitude as if he is judging a dish, and says something about 'chewy squid' not being competitive. Lee Jung-jae’s luxurious and charismatic image perfectly matches Themisik’s premium brand value, naturally instilling in consumers the perception that it is a ‘product you can trust and eat.’
3. Core message: ‘A battle of textures’
The core phrase of the advertisement, “Would you like to play a game with chewy squid?” is a sentence that concisely expresses the product’s USP (Unique Selling Proposition). The word ‘game’ goes beyond simple comparison and introduces the concept of competition, delivering a strong message that it is ‘different’ from other products. In particular, by focusing on the sensory element of ‘chewyness,’ it stimulates the viewer’s taste buds and highlights the image of a high-quality meal that goes beyond simple instant noodles.
4. Visual beauty and production: Restrained luxury
The background is treated with simple and sophisticated tones, focusing only on the product and the actor. The lighting is designed to be subtle yet sophisticated, highlighting the texture and color of the squid chobimmyeon, and the close-up focused on Lee Jung-jae’s face maximizes his serious expression. The luxurious mise-en-scène compressed in a short period of time greatly contributes to enhancing the quality of the entire advertisement and maintaining consistency with the brand image.
5. Consumer Target and Message Delivery Method
This advertisement targets not only existing instant noodle consumers, but also office workers, gourmets, and single-person households in their 20s and 40s who pursue a better food culture. It intuitively conveys the luxuriousness that differentiates it from existing cup ramen or convenience foods with the keyword ‘chewy’, and leaves a clear brand recognition despite the short period of time. In addition, Lee Jung-jae’s commentary induces a ‘meme’ effect that makes the public naturally follow along, increasing the possibility of sharing on social media.
6. Brand Strategy and Advertising Effect
CJ CheilJedang’s premium convenience food line, The Misik, already has a number of product lines with the keyword ‘deep taste of Korean food’. This squid chobimmyeon advertisement is a case that attempted a more sensational and trendy approach while maintaining that brand identity. Through Lee Jung-jae, the dual image of ‘global sensibility + Korean texture’ was strengthened, and despite the short 15 seconds, it succeeded in leaving a strong impression. The response of consumers who saw the advertisement on YouTube or TV was also positive, and it is highly likely that it will lead to increased sales of the product.
7. Conclusion: Intensity in Simplicity
The single line, “Would you like to play a game with chewy squid?” is not a simple joke or pun, but a declaration that represents the brand’s confidence. This advertisement, which focuses on the essence of food, ‘taste’ and ‘texture,’ provides direct sensory stimulation to consumers and conveys the premium value of Themisik in a short and strong manner. It can be evaluated as a successful branding case that gained trust through the symbolic model of Lee Jung-jae and impressed the differentiation of squid chobimmyeon.