Park Bo-gum's ad, an emotional branding project that introduces Korea to the world.

1. Planning Intent and Concept "An emotional branding project to promote Korea to the world." This campaign, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, aims to convey Korea's charms to global tourists. Featuring actor Park Bo-gum, the short film format beautifully captures Korea's natural beauty, culture, history, and modern charm. Emotional Storytelling: This project goes beyond simple informational tourism promotion to a cinematic, emotionally engaging narrative that resonates with audiences. Park Bo-gum's Narration: His soft, warm voice conveys Korea's beauty through the eyes of visiting tourists. Use of Symbolic Imagery: Traditional hanoks, the Seoul skyline, the Han River sunset, and Korean food create a powerful visual appeal. This project goes beyond simple tourism promotion and is part of a branding strategy to establish Korea as a "country you want to visit." 2. Visual and Content Composition o...

Korean commercial: Park Bo-gum eats red ginseng.




To summarize, this 15-second commercial strongly impresses the message, "The efficacy of red ginseng is proven by science, not by feeling," with Park Bo-gum's trustworthy tone and minimalist direction. It focuses on concisely conveying the concepts of science, trust, and brand consistency within a short space of time.

1. Concept and Message

Concept: Evidence over emotion. The keyword "scientifically proven" for red ginseng is prominently placed to solidify its image as a functional brand.

Key Message: Cheong Kwan Jang is a brand with scientific evidence and processes, including six-year-old raw materials, standardized ingredient management, and systematic quality control.

Expected Effect: Lowers the barrier to purchase by shifting the vague notion of "good for the body" to "proven efficacy."

2. 15-Second Composition Flow (Typical Development)

Seconds 0-3: Park Bo-gum's frontal gaze/narration, along with the keyword "scientifically proven," are quickly presented visually. The contrast of white and red colors clearly highlights Cheong Kwan Jang's identity. 

4-9 seconds: Graphics symbolizing research and verification (graphs, checkmarks, and clean visuals reminiscent of a laboratory) are briefly flashed, along with words like "6-year-old," "ingredient management," and "standardization," building trust. The key is to maintain a matter-of-fact tone without exaggerated drama.

10-12 seconds: Close-ups of actual product shots (e.g., representative SKUs such as Hongsamjeong and Everytime) are featured. The premium texture and red color of the packaging are clearly displayed, reinforcing both preference and recognition.

13-15 seconds: Conclude with the logo and slogan. Short, powerful copy reaffirms the equation "Cheong Kwan Jang = Science-Based Red Ginseng." The structure creates a clean resonance and a strong, memorable point.

3. Production Tone and Manner

Visuals: Minimal without exaggeration, clean visuals reminiscent of clinical trials and research, and red accents maintain brand consistency.

Sound: Simple BGM and clear narration. The message's readability is enhanced by slightly lowering the music when key words are heard.

Copy: Focus on short sentences and declarative language. Instill confidence with definitive expressions like "I prove it."

4. Utilizing the Park Bo-gum Model

Persona: Trustworthiness, refreshing, and authenticity. Convey the message simply and without unnecessary gestures to avoid compromising the "evidence" narrative.

Role: The brand's "evidence narrator." The likable star's straightforward tone smooths the psychological flow of "science → trust → preference."

5. Persuasive Structure of the Scientific Frame

Language of Evidence: Establish a reference image for the functionality category by exposing objective terms like "6 years of experience," "standardization," "quality control," and "research and verification."

Formal Persuasion: Briefly display quantitative symbols like numbers, graphics, and checklists to convey the impression that this is "not an ad based on feelings." 

Risk Management: To prevent exaggerated perceptions, the subtitle tone and screen information volume are moderated. Instead of directly expressing product efficacy, the focus is on processes and systems such as "verification/management/standardization."

6. Target and Effects

Target: A broad range of consumers, from pragmatic consumers (20s-40s) interested in health functional foods but concerned about "are they truly effective?" to those in their 30s-50s seeking gifts for their parents.

Expected Effects: Increased brand trust, increased gifting and self-consumption, and improved online search and shopping cart conversion rates.

7. Media and Usage Points

The 15-second format is ideal for basic TV/OTT/YouTube TrueView. Using a 6-second bumper to highlight only the keyword "proves" and increase exposure will enhance retention.

Adding a product comparison table (tablets, sticks, and concentrates), convenience of consumption, and quality control processes on the landing page will seamlessly connect with the advertising message.

* One-Line Summary


This short, powerful, trust-building ad clearly conveys the message, "Cheong Kwan Jang is a brand that scientifically proves the value of red ginseng," in just 15 seconds, using Park Bo-gum's trustworthiness and minimal information design.