1. Campaign Concept: A Single Shot of Flavor That Deepens with Each Chew
- Core Idea: The rich meaty aroma and layered flavors unique to Top Sirloin are conveyed through the sensory language of "the more you chew, the deeper it becomes." The structure compresses visual (cross-section, meat juices), auditory (chewing sounds, rhythm), and tactile (texture, elasticity) experiences in 30 seconds to impress the viewer with this sense of depth.
- Role Allocation: KCM appears as the lead narrator and a testament to the flavor. He utilizes his signature, compelling vocal tone and witty facial expressions to embody the impact of this "single shot."
- Tone and Manner: Upbeat and cheerful, yet maintains a serious focus on ingredients. The campaign strikes a balance between humor and the quality image of "trusted Subway" (grilled, sliced, and fresh vegetables).
2. Opening 0–4 seconds: A rhythm heralds the next big thing.
- Visuals: A Toshi beef slice slowly falls and rotates against a black background. Subtle juicy highlights and grain texture evoke a "premium" feel.
- SFX/Music: A dull yet crisp beat with a "thud." This is followed by percussion that mimics the sound of chewing.
- KCM voice-on: "The more you chew, the deeper it becomes." The short, low tone begins to capture attention.
- Onscreen copy: Revealing the "Toshi Beef Collection" logo. Brand and product recognition are established in the first four seconds.
3. Product Hero 4–10 seconds: Honesty between cross-section and layers.
- Visuals: A quick hero shot of the three Toshi Beef Collection sandwiches. The cross-section of each sandwich is slowly pushed in at a 45-degree angle, clearly showing the layers (bread, sauce, Toshi beef, cheese, and vegetables).
- Point of View: Macro shot of the beef's pink center and grill marks along the edges. The crunch of the lettuce and the contrast of the tomato's texture visualize the "fun of chewing."
- Copy: "The rich meaty aroma of Toshi beef, a flavor that deepens with each layer." The sentence length creates a rhythm that stimulates both trust and appetite.
4. KCM Reaction (10–16 seconds): The impact of the moment of chewing.
- Visual: KCM takes a bite of the sandwich, his brow slightly raised, and he nods his head subtly. Instead of exaggeration, this "genuine reaction" maintains credibility.
- SFX: A distinct crunch at the first bite, followed by two or three chewing sounds, synchronized with the background beat. With each chew, the low-frequency layers slightly deepen, creating an aural "deepening" sensation.
-Voice On (Rhythmic Tone): "First bite, one bang! Second bite, even deeper." Short sentences maintain the tempo.
-Onscreen Keywords: "Meat Flavor↑ Texture↑ Balance↑" 3-step keywords immediately convey the functional benefits.
5. Flavor Structure 16–22 seconds: Explain why the flavor deepens.
-Composition: Structured in three frames.
1) Beef: Macro shot of overlapping Toshi beef slices. Emphasizes the tactile image of the surface gloss and the texture and connective tissue.
2) Sauce/Cheese: The contrast between spicy and creamy flavors is visualized with a two-line swipe animation. Color gradients are used to sequentially stimulate the front, middle, and back of the tongue.
3) Vegetables: Rhythmic cuts of lettuce, cucumber, and tomato being sliced. The fresh, juicy texture resets the previous savory flavor and invites the next bite.
- Narrative Copy: "Savory meaty flavor, a tangy kick, and a refreshing reset. The layers overlap in your mouth, deepening the flavor."
- Brand Quality Signal: Quickly insert "made-to-order" sensibilities (on-site sliced/assembled cuts) for 0.5 seconds each to reinforce the association of freshness.
6. The Joy of Choice 22–26 seconds: Collection Lineup Spread
- Visual: Fan-out a three- or four-item lineup on a table, with mini tags attached to each product as pop-ups ("Spicy Kick," "Double Meat," "Balance Classic") to instantly match the user's taste.
- KCM Copy: "Choose your desired flavor." Emphasizes viewer agency and encourages choice.
- Price/Promotion (if applicable): 1-second display of "Limited Time" or "Set Offer." Text is kept large and concise, with numerical information concentrated on a single screen to reduce overload.
-CTA hint: The Subway app icon and store exterior flash for 0.5 seconds, leaving a lasting impression of "Order Now."
7. Closing 26–30 seconds: Slogan anchoring and memory point
-Slogan sync: As the beat descends, KCM looks straight ahead and articulates a single line: "A punch of flavor that deepens with each bite!"
-Onscreen: Brand logo, "Toshi Beef Collection" set hero, and concise hashtag-style keywords (e.g., #ToshiBeef #TastyPunch #SUBWAY).
-Sound tail: A memorable ending with a "click" like the final bite, creating a sense of closure.
8. Sound/Voice Strategy: Utilizing KCM's vocal presence
-Tone: Instead of exaggerated shouting, KCM leverages the density of the mid-low tones and the "lingering resonance" to create both trust and depth. KCM's vocal tone better fits the "deepening flavor" metaphor when it emphasizes the appeal of the mid-low range rather than the highs.
-Rhythm: The syncopated sound of chewing and drum kicks creates a tangible rhythm of "one bite = one beat." The BPM doesn't vary significantly throughout the 30-second run, with a slight increase in the middle (seconds 10–16) to refresh the viewer's attention.
Copy Length: Focus on short sentences and clear noun phrases. Maintaining a snappy pace of 4–7 syllables per sentence reduces listening fatigue, even in a TV commercial environment.
9. Visual Key Points: A balance between stimulating appetite and premium credibility.
-Macro Texture: Tactile visualization is key, with texture, juicy sheen, moisture in vegetables, and the viscosity of cheese.
-Color Palette: Warm wood tones (background) + green/red contrast of fresh vegetables + brown gradation of beef. Focuses attention on the product.
-Hand Acting: KCM's hand gently presses against the sandwich as he lifts it, reinforcing the "elasticity = freshness" image.
10. Message Structure Summary: Awareness - Proof - Choice - Action
-Awareness: "Toshi Beef Collection" imprints the message of "a burst of flavor that deepens with each bite."
-Proof: Beef layers, chewing SFX, and KCM's reactions sensually demonstrate the "reason for the deepening flavor."
-Choice: Match tastes with a lineup spread.
-Action: Induce immediate action with app and in-store signals.
11. Marketing Expansion Ideas
6-Second Bumper Ad: Cut down to just the "One Bite, One Bite" SFX and KCM's reactions. Only the logo and product name are fixed.
Rich Media Banner: Interactive, layered with chewing sounds. CTA button at the end. Store POS: Table tents with enlarged prints of the "First Bite" section were used to promote the experience (e.g., "Experience the first bite right away").
Social Short-Form: KCM Lip Sync + Chew Beat Challenge. User-generated videos were used to encourage users to create their own "One Shot" facial expressions/poses.
12. Key Copy References
Master Slogan: "A taste that deepens with each bite!"
Sub Copy: "The meaty aroma of Toshi Beef, balanced by layers." / "Every bite, every bite, even deeper."
CTA: "Now, at Subway."