This ad uses SON SUKKU's presence to cement the message, "Strong survival power, strong probiotics, even in the intestines." Instead of exaggeration, the ad uses a firm tone and refined gestures to clearly convey the message, translating complex scientific information into consumer language.
Casting Suitability: SON SUKKU, the face of "strong," has a calm yet powerful image, credibly representing the meaning of "strong probiotics." His understated charisma, plain speech, and poignant eye contact persuasively reinforce the core message of "reaching the intestines alive." The ad appeals to a wide range of people, regardless of gender or age, ensuring high reach and repeat exposure.
SON SUKKU's Path in a 30-Second Narrative
0–3 seconds: Pre-release the conclusion. "Strong survival power, even in the intestines." Short, direct copy captures the viewer's attention.
4–12 seconds: Present the problem. A concise explanation, such as "Usually, this is where it weakens," is added alongside visuals symbolizing stomach acid and bile.
13–21 seconds: Propose a solution. Switch to "Duolac's powerful probiotics" and outline the viability evidence, line by line, including formulation, coating, and strain selection.
22–27 seconds: Evidence of trust. Add research/quality statements as on-screen text to reinforce the message.
28–30 seconds: Closing. Reaffirm the slogan, using a single, calm sentence and a photo of the pack to encourage purchase.
Tone and Manner: Maintain a restrained charisma. Take a long breath without speeding up. Use a low, low voice, a vocabulary focused on short sentences, and simple facial expressions to calmly establish the definition of "strength = viability." Avoid overloading the message with information and focus on the essential elements to build trust.
Visual and Audio Directional Points
-Visual: Close-up composition, neutral background, and sharp typography. SON SUKKU's gaze shift signals the scene transition.
-Color: Clean white/deep blue enhances the image of hygiene and science. The product color is clearly evoked at the end.
-Sound: Clear narration over a minimal beat. Only keywords (survival/long-term reach) are slightly boosted to create a memorable experience.
Language and Copy Design: Short, propositional sentences guide the thought process of "problem → solution → evidence → action." Repeated phrases, such as "It's meaningful only if you arrive alive," help recall the consumer's mental comparisons.
Trustworthy Evidence Presentation Method (Using SON SUKKU): SON SUKKU's comments are concise, with figures and evidence separated into subtitles. This dual approach, both verbal and written, minimizes the impression of exaggeration and ensures that the "evidence" remains with both the reader and listener. Research and quality keywords are boldly limited to one or two, but clearly defined.
Message Imprinting Mechanism
-Contrast: The problem situation of "weak lactic acid bacteria" is immediately contrasted with the solution cut of "strong lactic acid bacteria" to evoke a tangible difference.
-Repetition: Use the same slogan twice, in the opening and ending.
-Rhythm: Distribute the video evenly at 10–10–10 seconds to prevent any single segment from becoming excessively long.
Consumer Empathy Points: Use short metaphors to address everyday situations like digestive discomfort, irregular eating habits, and stress, and connect them with the message, "That's why the power to survive until the intestines is important." Instead of exaggerated anecdotes, explain "possibility" to strike a balance between scientific persuasion and everyday relatability.
Call-to-Action (CTA) Design: In the last three seconds, fix the pack shot, product name, and search keyword on the same screen. Use simple phrases like "Duolac, a powerful probiotic," to create a sense of triple unity between words, text, and image, leading to immediate search and purchase.
Brand Asset Consistency: Build brand memory by displaying the logo, product color, and slogan at a consistent rhythm. By combining SON SUKKU's refined personal branding with Duolac's "scientific and trustworthy" image, the company aims to capture the category keyword "Strong = Duolac."
Marketer Perspective Insights and Expansion
- Category Framing: Before competing on efficacy, the company redefines the comparison criteria by establishing the premise of "market reach."
- Cutdown Strategy: The 6-second bumper ad features only the slogan and pack shot, while the 15-second ad focuses on the problem and solution.
- Retail Integration: The keyword "Reach the market alive" is used across the top of the shelf in a consistent tone to strengthen the connection between the TVC and the shelf.
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