Korean Advertising, Ahn Hyo-seop X Kim Min-joo When 2% is Not Enough

 

Campaign Concept and Tone

Key Message: "When 2% is lacking, peach" encapsulates the moisture and excitement of first love in 15 seconds. The title tagline, "The beginning of love, it's become transparent," functions as a dual metaphor, overlapping the clarity of peach juice with the transparency of emotions, simultaneously evoking the refreshing feeling of the drink and the feeling of romance.

Model Casting Intention: Kim Min-ju embodies a pure and refreshing image, while Ahn Hyo-seop embodies a gentle and mature romantic mood. The two-shot, combining "purity x stability," is likely designed to resonate with a wide range of audiences, from those in their late teens to early 30s.

Possible Shooting Location: Mise-en-scène

Location Type 1: A spacious, naturally lit interior (cafe/house studio) with a glass façade. Morning backlighting was likely used to create a dewy skin tone, and a peach color palette (coral, soft pink, misty beige) was used. The transparent glass cup, water droplet details, and high-key background visualize the keyword "transparent."

Location Type 2: Rooftop garden or terrace. Shallow depth of field and bokeh emphasize the excitement, and the swaying plants and curtains are used to metaphorize the thrill of first love.

Set Dress: Peach-toned props (fruit basket, linen napkins, tinted glass), light wood textures, and chrome or acrylic props likely convey a "clear and modern" image.

Shooting Composition and Scene Flow (Example of a 15-second cut-by-cut design)

0–3 seconds: Product-action insert. Water droplets on the surface of the bottle, the sound of the cap opening, and the light reflection of the carbonated beverage or juice. High-speed filming captures the moment of the droplets forming, imprinting the first image of refreshment.

3–6 seconds: First glance. Close-up of Kim Min-joo—a smile and a short breath, Ahn Hyo-seop shifts his gaze. The music uses transparent tones of harp or synth bells, with a subtle kick reminiscent of a heartbeat.

6–9 seconds: Two-shot and dialogue/narration. “The beginning of love, it became transparent.” The narration plays, and gestures such as handing the bottle or simultaneously lifting it emphasize the “moment of sharing.”

9–12 seconds: Shot of drinking and facial reactions. Close-up of facial expressions performed by the microphone to express the first taste on the tongue. A vibrant, juicy sound and a single flash of coral light stimulate both the senses of taste and sight.

12–15 seconds: Ending board. Logo, bottle, and product USP (peach juice, low-calorie content, etc.). A stable composition with the two models’ shoulders slightly touching, a brief laugh lingers, and the slogan is fixed in text.

Color and Lighting Strategy

Color: Main colors: coral/soft pink/peach tones that accentuate skin tones, with transparent white as highlights to emphasize “moisture” and “clarity.”

Lighting: A mix of large softbox and natural light. Backlighting highlights the hairline, and a reflector at the front adds catchlight to the eyes, amplifying the excitement. The product insert features a top light and side keys to vividly highlight the bottle's refraction and the texture of the water droplets.

Sound & Music Details

SFX: The cap twitches, the flow of carbonation/juice, and the subtle "tsuk" sound of the moment the drink touches the lips.

BGM: A minimal melody with translucent synth pads. A brief, refreshing logo sound in the last two seconds reinforces the brand identity.

Voice: The narration is a breathy whisper, conveying a literal sense of refreshment through sound.

Model Acting Key Points and Chemistry

Kim Min-ju: Subtle excitement is expressed through eye movement and breath acting, with understated facial expressions key.

Ahn Hyo-seop: A steady smile and slightly delayed exchange of glances create the "exciting thrill of watching."

Two-Shot Chemistry: Subtle action sequences, such as hands brushing together or simultaneously lifting bottles, serve as narrative threads.

Scenes that could be predicted as on-set episodes (estimated based on production practices)

Water Droplet Management: The condensation on the bottle surface quickly disappeared, requiring repeated mixing of refrigerant spray and glycerin. The insert team likely retouched each cut.

Waiting for Natural Light: Waiting for the right sunlight angle, adjusting takes every 10-15 minutes. Black flags were subtly moved to capture backlight flare.

Hello NGs: A scene where the two models burst into laughter during a silent whisper, likely requiring multiple takes.

Peach Prop Replacement: The color and texture of the actual fruit were perceived differently by each camera, likely requiring multiple changes to the fruit basket during filming.

Editing and Post-Production

Color Grading: Based on high key, skin tones were protected, and only peach saturation was selectively increased. Highlight roll-off was applied gently to enhance the "water curtain" effect.

Sound Mix: Bring product SFX 1-2dB further to the forefront, and BGM's mid-low frequencies were trimmed to ensure clearer speech and action.

Subtitles/Typography: Rounded sans-serif fonts with thin strokes and wide tracking create a sense of air. The keyword "water transparency" creates a visual sense of freshness by leaving space between letters.

Marketing Points

15-Second Format Optimization: Increase skip resistance by simultaneously presenting the product and emotion within the first two seconds.

Reach Expansion: Reusing the brief "hold your breath" moment as a short form and turning it into a meme of two people's gazes can lead to natural spread.

Seasonality: Peaches are seasonal in spring and early summer, allowing for optimal exposure during times when spontaneous browsing increases with rising temperatures.

Summary

The video's concept seems to encapsulate "refreshing = the transparency of first love" into a single sentence and a few aesthetic devices.

The filming likely utilized natural light to enhance the high-key tone, peach palette, and water droplet and glassy textures.

It's likely that significant resources were invested on-site to control details such as maintaining water droplets, timing natural lighting, and integrating subtle gestures.