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...

A Laughing Neighborhood Story with Park Bo-gum — Behind-the-Scenes Episodes from the Carrot Market Advertisement


Introduction: The commercial's catchphrase, "All life rolls on carrots."

This commercial, which opens with Park Bo-gum's gentle smile, goes beyond simply promoting a secondhand trading platform and cleverly illustrates the small connections between neighbors. Like the ad's tagline, "All life around me rolls on carrots," evokes stories created by the small objects of everyday life. Viewers often feel a sense of warmth, along with laughter.

Episode 1 — The Protagonist's Lost Sofa and an Unexpected Solution

Recall the scene in the commercial. Someone wanders the neighborhood looking for a lost sofa, only to find it solved with a simple post on Carrot Market. This is a scene that often occurs in real life. One user testimonial includes, "My neighbor saw a photo of my old sofa and contacted me, asking, 'Is this yours?' and came back home." This small incident perfectly captures the core emotion the ad seeks to convey.

Episode 2 — Unexpected Connections Created by Used Items

The ad lightheartedly depicts people meeting, resolving misunderstandings, and sometimes even starting new relationships through objects. One user shared a review about forming a band with a neighbor using a guitar he sold used. The line, "What started as a hobby group with a carrot has now become a neighborhood busking team," demonstrates how objects can be a tool for connecting people, just as the ad suggests.

Episode 3 — Humor and Humanity Blossom During Transactions

The comedic element of the ad lies in the subtle awkwardness that arises during transactions and the sincerity of those who resolve them. One user even wrote, "The sale was accelerated by adding 'used' (actually, filled with affection) in the item description." This simple expression sparks laughter and extends beyond the transaction into a personal connection.

Episode 4 — The Small but Meaningful Joy of Recycling

The ad goes beyond the simple act of buying and selling, subtly emphasizing the value of resource circulation. Stories of old electronics becoming someone's first game console, and of children's toys bringing smiles to another child's face, evoke a sense of empathy for the "second life" of objects. Viewers find themselves unknowingly warmed by the ad.

Conclusion: What the Ad Leaves Behind — A Rediscovery of Neighborhoods and People

This ad, born from Park Bo-gum's calm performance and witty direction, humorously and emotionally conveys the message that relationships are a platform for buying and selling, not just consumption. Ultimately, its greatest appeal lies in its "close and small stories." The power of small conversations, started with a carrot, to create a new perspective on the neighborhood—that's the true gift this ad leaves viewers.

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