Korean Advertising: Actress Shim Eun-kyung's Kakao Pay Commercial Episode

 

Background of the Concept

Rather than confronting the "convenience of using cash" head-on, the advertising team decided to twist it with sophisticated irony and a sense of humor. Therefore, instead of the definitive catchphrase "Cash = Uncool," the key was to use the lighthearted and witty word "Uncool" at the forefront, aiming for both empathy and humor. Casting Shim Eun-kyung perfectly matched this linguistic sensibility, as her straightforward, unadorned words actually enhance the message.

Rhythm Design of the 30-Second Composition

Seconds 0-5: Presentation of the situation. Shim Eun-kyung pauses briefly at an everyday payment moment (e.g., at a counter, at a public transportation gate, at a street food truck, etc.). The camera tightly follows her facial expressions and hand movements, piqueing the audience's curiosity and asking, "What's going on?"

Seconds 6-12: Staging the hassle of cash. Rhythmically cutting to a series of actions: picking cash from a wallet, collecting change, and crumpling a receipt. Instead of excessive slapstick, the phrase "Ah... this annoyance" is revealed with a slightly exaggerated sense of real life.

Seconds 13-20: Kakao Pay switch. The tone shifts subtly, and the music picks up the beat. Shim Eun-kyung, though quiet, confidently concludes the payment flow with a "tap." Her gestures are small and precise, and the camera adds a lively feel with smooth pans and short dollies.

Seconds 21-27: Copy and reaction intertwine. The line, "Cash is uncool," fits seamlessly into the situation. Shim Eun-kyung's gaze and smile are understated, allowing the catchphrase to remain a statement of attitude rather than humor.

Seconds 28-30: Logo and signature sound. The scene concludes with a short, definitive ending beat, complemented by Kakao Pay's minimalist colors.

Directing highlights and on-set anecdotes

A subtle gesture battle: The director decided not to exaggerate the hassle of cash with exaggerated physical gags. Instead, multiple takes were used to capture Shim Eun-kyung's fingertips, her breathing as she unfolded the receipt, and the subtle nuances of the coin slipping from her palm. There's an anecdote where the position of the coin cup was adjusted by a few centimeters to find the most "uncool" angle.

Resetting props for timing: To ensure the sound of coins falling into the change tray was consistent, the prop team repeatedly adjusted the weight and number of coins. The reasoning was that the perfect "clink" sound was crucial for the next beat (the payment action) to be lively.

Restrained ad-libbing: Shim Eun-kyung suggested several natural facial expression changes and short breaths ("hmm"), and the director selected only one or two of them and inserted them without overdoing them. As a result, the character's "coolness" was clearly conveyed, despite the limited dialogue.

Multi-takes that appear as a single take: The payment scene in the second half of the film, while attempting to convey the feeling of a single take, was actually a multi-take composite using subtle camera wobbles and focus lag. By seamlessly stitching the frames together in post, the flow was smoother and the rhythm tighter.

Music & Sound Design

Late Beat Entry: The initial ambient noise (counter, crowd chatter, bus door beeping) is mixed to create audible "hassle." The transition section features a subtle kick and hi-hat, providing a sense of breathing space.

Foley's Role: The sounds of coins, wallet zippers, rustling receipts, and smartphone screen taps are each arranged with distinct textures, creating a palpable contrast between "discomfort and simplicity." The final "tap" sound, in particular, is given a slight emphasis on the high frequencies, creating a refreshing pop.

Signature Sound: The ending tone is precisely synchronized with the logo, with a short, refreshing 0.4-0.6 second duration. It serves as a psychological marker for memory retention and a "hooking point" that lingers in the mind even after the next commercial cut.

Color and Art

The cash section was given a matte feel by slightly reducing saturation and blending a grayish green tone, while the Kakao Pay section emphasized gloss and contrast, focusing on the brand's signature color. Even within the same space, the lighting temperature was increased by 300-500K to bring out the skin tones and props more vividly.

The props were designed to have realistic textures (slightly crumpled receipts, slightly worn wallets) without exaggeration, enhancing the sense of "relatable life."

Copy and Dialogue

"Cash is uncool" was positioned so that it could be read as a statement of attitude, not a one-off joke. A half-beat pause before the dialogue allowed the audience to reflect on their own experiences.

The supporting copy was seamlessly integrated into the on-screen objects (price tags, posters, menus) to reduce information overload and maintain immersion.

Editing and Post-Production

Cuts were centered around 0.6-1.2 seconds, ensuring a snappy yet comfortable viewing experience. The change cut was exceptionally extended by about 1.5 seconds to create a subtle sense of frustration, maximizing the sense of relief during the next payment transition.

The subtitles were kept simple and thin, with sans-serif fonts and slightly rounded corners to align with the brand image.

In color correction, highlight clips were carefully pressed to maintain skin texture and balance the "coolness" of the screen without making it seem cold.

On-site Reactions and Insights

During the test screening, more responses were "That's right, that's why I use Pay, too," than "That's funny." This demonstrates the success of the strategy of preserving "attitude" over overly humorous content.

Within the 30-second time limit, focusing on a single emotional arc (from hassle to liberation) without overextending the number of scenes enhanced the message's delivery.

Implications for Marketers

When raising an issue, subtly expanding the realities of daily life, rather than exaggerating, increases empathy.

By consistently aligning the "senses" (light, color, sound, tension) of a brand transformation, a single sentence of copy is elevated to an "attitude."

Casting determines the tone of the message. Shim Eun-kyung's restrained comedic sensibility perfectly captures the lighthearted, modern feel of the word "uncool."