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...

Hearts2Hearts models' genuine acting! Must-see moments from the KB Stars commercial.




1. First Impression: Rhythm and Expressions That Capture Your Eyes Within 60 Seconds

When the ad first plays, the vibrant background music and the changing facial expressions of Hearts2Hearts are immediately noticeable. The visual rhythm, with each repeated question, "What are you doing as a teenager?" answered through facial expressions and gestures, clearly conveys the message despite its short duration. The lively visual rhythm creates a compelling pause, even while scrolling.

2. Relatable Points: Real Teenager Speech and Actions

The dialogue is composed in a way that is realistic and relatable to actual teenagers. Short conversations with friends, scenes of carefree running around while looking at a phone screen, and other scenes of the characters running around aimlessly are elements that make viewers think, "That's right, I was like that too." The directing is particularly striking, revealing the characters' personalities even in the smallest of actions.

3. Humor and Twist: Small but Powerful Humor

The subtle humor inserted throughout the video (facial expressions, timing, and editing cut transitions) relieves the tension of the 60-second ad while maintaining the brand message. The final twist slightly twists expectations, eliciting laughter and naturally evoking brand recognition.

4. Tone and Manner: Young and Fresh, but Not Overdone Branding

The overall color palette, music, and editing tempo of the video target a younger audience without being overly flashy. The friendly image of Hearts2Hearts and the trustworthiness of KB Star Teens balance each other, effectively achieving the advertising goal of raising awareness and building favorability. The synergy between the brand's message and the casting aligns well.

5. Easy-to-Miss Details: The Meaning of Repetitive Scenes

Small props and gestures that appear repeatedly aren't simply repetitions; they act as "connecting links." Rewatching the ad two or three times will make the subtle jokes and emotional arcs hidden within the editing rhythm more apparent. These details are what drive fans to talk about the video.

6. Overall Comment and Implications: The Warm Persuasion Delivered by the Ad

The ad, which begins with the question, "What are teenagers doing?", persuades teenagers through empathy, not coercion. A short but tight production, a friendly cast, and appropriate humor are highly effective approaches in today's digital consumption environment. From a marketer's perspective, it's a prime example of building a strong audience connection.

Concluding remarks: This commercial captures both the viewer's attention and emotions within its short 60-second runtime. The natural acting of Hearts2Hearts and the message of KB Stars combine to create a memorable commercial.

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