Hello, this is Korea advertising.
1. The core of the advertising concept: The meeting of ‘Ppalli Ppalli’ culture and fast food
Korea is a country that is represented by the ‘Ppalli Ppalli culture’. In a life rhythm that values speed and efficiency, fast food has become an inevitable choice. This advertisement puts such Korean lifestyles at the forefront and emphasizes how ‘fast’ and ‘well’ Lotteria provides.
The narration that appears at the beginning of the advertisement describes the lives of Korean people who are accustomed to speed, and naturally connects Lotteria’s fast and skilled cooking system and service. This method of imprinting the brand based on cultural empathy is considered a very effective strategy.
2. The meaning and effect of casting model Lee Byung-hun
Lee Byung-hun is a national actor who spans generations and symbolizes trust and dignity. In the advertisement, he says in his characteristically serious yet humorous tone, “Isn’t this something that should be expected?” and expresses Lotteria’s quality and speed as ‘surprisingly obvious.’
His serious image goes beyond simple fast food and enhances the quality and reliability of Lotteria products. Also, by having actors who left a strong impression in movies and dramas appear in everyday brand advertisements, it simultaneously provides familiarity and trust to the public.
3. Characteristics of visuals and production: Conveying messages in a cheerful manner
The advertisement uses visually enticing food scenes such as quickly cooked hamburgers, smoothly flowing cheese, and crispy French fries to capture the audience's attention. In addition, the fast-moving cooking scenes and fast-paced editing techniques visually emphasize the core values of 'fast food'.
Lee Byung-hun's movements are also rhythmically and briskly directed, giving the entire advertisement a cheerful and lively atmosphere. This goes beyond a simple product advertisement and makes it feel like a 'short drama', increasing the viewer's immersion.
4. Copy and brand message: "Of course it's amazing"
The phrase "Fast food from a country that does it fast, of course it's amazing" is the core message and slogan of this advertisement. It contains two dual meanings.
Fast service that suits the daily lives of Koreans is a given.
However, despite the fast speed, the quality is surprisingly good.
In other words, the confidence that it has caught two rabbits, ‘fast’ and ‘taste’, is embedded in the copy. This emphasizes that Lotteria satisfies both, unlike existing fast food brands that focus on speed or only on quality.
5. Cultural approach and pride as a domestic brand
The message felt throughout the advertisement goes beyond simply ‘tasty’ and ‘fast’ to the pride of being a ‘brand that knows Koreans the best.’ It naturally reflects the lifestyle patterns, emotions, speech, and even humor of Koreans, strengthening Lotteria’s position as a ‘domestic brand.’
In addition, in the fast food market where many foreign brands are present, the strategy of clearly establishing the identity as a ‘brand that suits the tastes and lifestyles of Koreans’ and contributing to improving brand loyalty stands out.
6. The ripple effect of the advertisement and changes in the brand image
This advertisement recorded a high number of views in a short period of time and became a hot topic on SNS and communities. “Lee Byung-hun in a hamburger commercial?”, “This fast, yet this delicious?”, successfully drawing public interest in Lotteria.
The humorous yet sophisticated directing resonated with the younger generation in particular, while the trustworthy figure of Lee Byung-hun had the effect of instilling a positive perception of the brand in the middle-aged and older generations.
In summary
The Lee Byung-hun X Lotteria commercial is not just a simple product promotion; it is a sophisticated branding strategy that fits the cultural identity and lifestyle of Koreans. It naturally blends the conflicting elements of ‘speed’ and ‘taste’, ‘trust’ and ‘fun’, and impressively conveys Lotteria’s competitiveness.
This commercial, which simultaneously highlights the pride of a domestic brand and the differences from global brands, can be evaluated as a successful case that will be included in future brand marketing textbooks.
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