It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Glampalm X LEE SUNGKYOUNG, AM to PM Advertisement Analysis

1. Advertisement Overview and Concept

The 30-second "AM to PM" commercial, featuring Glampalm and actress LEE SUNGKYOUNG, highlights the effectiveness of Glampalm products in maintaining beautiful hair all day long. Leveraging LEE SUNGKYOUNG's natural and elegant image, the commercial highlights the product's everyday usability, demonstrating that it can be used to achieve flawless hair in a variety of situations, from morning to night.

The commercial conveys the message, "Beauty should last all day," and emphasizes that Glampalm's styling tools offer the convenience of hair care, regardless of time or location. Notably, LEE SUNGKYOUNG's casual yet luxurious image harmonizes with Glampalm's sophisticated design, enhancing brand credibility.


2. Visual and Content Composition of the Advertisement

(1) Morning (AM): A Fresh Start
The commercial begins with LEE SUNGKYOUNG waking up and easily styling her hair with Glampalm products. The ad showcases LEE SUNGKYOUNG's quick styling with a wave iron or straightener in a bright, natural-light setting, emphasizing the ease with which she can achieve beautiful hair even during busy mornings.

(2) Day: Active Daily Life
The ad then features LEE SUNGKYOUNG outdoors. It demonstrates how Glampam products effectively protect hair from damage caused by wind and humidity, highlighting their ability to create durable styling. Specifically, it indirectly emphasizes the product's ability to protect hair from heat damage from hair dryers and curling irons.

(3) Evening (PM): Completed Beauty
Finally, LEE SUNGKYOUNG is shown upgrading her hairstyle with Glampam products for an evening engagement. The versatility of the product is emphasized by the transformation into a luxurious look, distinct from the daytime look. The ad symbolizes beauty that lasts all day, implying that Glampam is an essential item for everyday life.

3. Message Strategy and Effects

(1) Target Audience: Consumers Pursuing a Modern Lifestyle
This advertisement primarily targets women in their 20s to 40s who maintain a sense of style despite their busy schedules. It appeals to consumers who aspire to a sophisticated image like LEE SUNGKYOUNG's by highlighting that Glampalm products offer "convenience and luxury at the same time."

(2) Emotional Approach: Building Trust and Intimacy
LEE SUNGKYOUNG is an actress with a relatable yet sophisticated image, a perfect fit for Glampalm's brand identity. The advertisement emphasizes the product's practicality through her natural appearance, further strengthening consumers' trust in the product.

(3) Emphasize Product Practicality
The title "AM to PM" symbolizes the ability of Glampalm products to create a variety of styling options throughout the day. Specifically, it concisely conveys their functional excellence, including quick styling, heat damage prevention, and long-lasting durability.

4. Conclusion and Implications

Glampalm X LEE SUNGKYOUNG's "AM to PM" commercial is a successful marketing campaign that effectively conveyed the brand's core message in a short 30-second timeframe. It highlighted the product's ability to enhance everyday moments, simultaneously appealing to both emotional and functional excellence.

This commercial established Glampalm's position as a "styling partner for everyday life" and is expected to continue to increase brand awareness and sales in the future.