PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

[PULIO x Girls' Generation YOO NA] Liolax Multi Chair TVCF






1. Basic Composition and Concept of the Advertisement: "The Ultimate in Comfort, Small Luxuries in Everyday Life"

This 30-second TVCF pairs the popular "Liolax Multi Chair" from furniture brand PULIO with Girls' Generation member Yuna. The core concepts are clear: "healing," "comfort," and "small but precious luxuries enjoyed in everyday life." Through the icon of Yuna, the product is positioned not as a simple chair but as a space of relaxation, a gift for busy modern people. Rather than offering a quick, festive catharsis, the advertisement focuses on the emotional value of the product, offering the audience a moment of respite and relaxation.


2. Narration and Copyright Analysis: "Liolax, Comfort Beyond Expectations"

The copy that begins and ends the advertisement reads, "Liolax, Comfort Beyond Expectations." This short yet powerful sentence promises an experience that transcends the functional expectations consumers often have of a chair (sitting, being comfortable). The narration is Yuna's own, calm, soft, and trustworthy voice, leading the viewer. The phrase, "Make comfortable moments more special" exemplifies the brand's philosophy of adding emotion and style ("more special") to the product's practicality ("comfortable moments"). The restrained, elegant tone throughout the copy, avoiding "exaggeration" or "dramatic expression," establishes the product's premium image.

3. Yuna's Casting and Iconic Image: "The Reliability and Elegance of a 20-Year-Old Idol"

The casting of Girls' Generation's Yuna is the most successful element of this advertisement. She is a top-tier idol and actress, having debuted 17 years ago (at the time of the advertisement), and her status as a "nation's little sister" and "elegant actress" perfectly harmonizes with the product's image. Her image—neatness, sophistication, luxury, and the credibility of a "well-raised" idol—translates directly into the PULIO brand and the Liolax chair. Her relaxed presence in the chair sends a powerful signal to consumers: "Yuna's chosen comfort," suggesting a lifestyle orientation that transcends mere celebrity advertising.

4. Visual Beauty and Direction: "The Aesthetics of Relaxation: Minimalism and Dynamism"

The video is shot in a minimalist, modern interior space bathed in bright, warm natural light. The white walls and wooden floor serve as a clean backdrop that highlights the product's design. The camera smoothly follows Yuna's graceful movements, naturally showcasing the chair's 360-degree rotation from various angles, including front, side, and over-the-shoulder shots. The close-up shot of Yuna slowly rotating in the chair and smiling leisurely is a particularly striking highlight. This scene is a masterful visualization of the product's functionality and the psychological comfort it provides.

5. Conveying the Product's Core Functionality: "Amazing Functionality Hidden in Simplicity"

The video goes beyond mere visual beauty and emotional impact. The Liolax Multi Chair's greatest strength, its "360-degree rotation," is repeatedly highlighted through Yuna's natural movements (reading a book, drinking coffee, and enjoying the scenery outside). The appropriate height of the backrest and armrests, along with the design's comfortable support, are three-dimensionally conveyed through Yuna's relaxed posture. True to its name, "Multi" metaphorically demonstrates its multifunctionality, enabling it to be used in a variety of everyday situations, including work, reading, and relaxation, thereby stimulating consumers' desire to use and purchase.

6. Overall Evaluation: "A Classic Emotional Marketing Experience: The Perfect Synergy of Brand, Product, and Model"

The PULIO x Yuna combination is a textbook example of modern emotional marketing. Rather than listing product specifications, this commercial focuses on how the product can add "value" and "feeling" to consumers' daily lives. Girls' Generation's Yuna solidifies the brand's premium image through a trustworthy icon, while the elegant and calming visuals sell relaxation and comfort to weary modern people. Ultimately, this ad successfully establishes the Liolax Multi Chair as more than just a piece of furniture; it's an investment in yourself and an essential item that enhances the quality of your everyday life.