It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Lee Jung-jae and Kim Yoon-ji's Real Reactions — The Mishik Jang In-ramen (Women's Edition) Filming Site Report


The recently released TVCF for The Mishik, "Just because of ramen, because of one. The Mishik Jang In-ramen [Women's Edition]," featuring actors Lee Jung-jae and Kim Yoon-ji, garnered significant attention for their delicate acting and expressive flavors. This article explores the behind-the-scenes story, from the creative direction of the ad concept to the details of the filming, the actors' acting direction, techniques for expressing the flavors, and anecdotes from the set.

Advertising Concept and Message: The Meaning of "Just because of ramen, just because of one"

The Mishik sought to go beyond simply promoting ramen, conveying a "differentiated experience with a single choice." The tagline "Just because of ramen, just because of one" conveys the message that a single element (taste, texture, flavor) can be powerful enough to determine a consumer's choice. The women's edition naturally highlights the product's distinctive qualities through delicate sensibilities and relatable everyday scenes. The casting of Lee Jung-jae and Kim Yoon-ji evoked both credibility and emotional resonance.

Casting Points: Why Lee Jung-jae and Kim Yoon-ji?

Lee Jung-jae reinforced the authenticity of the product with his distinctive presence and understated emotional delivery, while Kim Yoon-ji resonated with consumers with her everyday yet detailed facial expressions. The production team leveraged the symbolic nature of the two actors to showcase different perspectives in each scene. Specifically, within a short 15-second timeframe, Lee Jung-jae's words and Kim Yoon-ji's subtle facial expressions effectively conveyed the product's core message.

Filming Techniques: Capturing Flavor and Texture on Screen

Visually conveying the "taste" of ramen to viewers is a delicate task. In this shoot, lighting and camera angles were used to emphasize the elasticity of the noodles and the sheen of the broth, while close-ups and slow motion were appropriately combined to emphasize the texture and flavor. On-site, real products were used alongside substitute ingredients for filming, minimizing any changes to the product during repeated filming. Furthermore, for sound effects, the sounds of eating and the broth were recorded separately and then mixed in post-production to enhance the sense of realism.

Acting Directing: The Secret to Natural Reactions

The director chose to encourage natural reactions from the actors, avoiding demanding excessive acting. Pre-rehearsals focused on fine eye contact, hand movements, and breathing timing, and during actual filming, he allowed room for improvisation and ad-libbing. In particular, subtle changes in Kim Yun-ji's facial expressions and Lee Jung-jae's brief, succinct comments were crucial for the product's credibility, so the directing team repeatedly provided detailed instructions and feedback.

On-Site Episodes: A Balance of Laughter and Focus

Unexpected and amusing situations often arose during filming. In one take, a prop prepared for the splatter effect was overexposed, momentarily shocking the staff. However, the actors' calm demeanor and humor quickly lifted the mood. Lee Jung-jae played a key role in shaping the mood on set, and Kim Yun-ji often added impromptu ideas to bring the scene to life. These small moments, in fact, added to the liveliness of the commercial.

Post-Production: Immersive Flavors Completed with Color Correction and Sound

In the editing stage, the cut tempo was quickly and cleanly organized to reflect the product's image. The color correction focused on warm, rich tones to highlight the hues of the noodles and broth. The sound design delicately placed the crunchy sounds of the ingredients and the flowing sounds of the broth, allowing viewers to imagine the actual flavors. The subtle volume adjustments of the sound effects particularly heightened the immersion of the moment of eating.

Marketing Point: A Short but Powerful 15-Second Strategy

The limited time of 15 seconds demands clarity of message. The combination of question-like copy, striking visuals, and the actor's impressive reactions quickly piqued viewers' curiosity. The editing, tailored to social media and short-form platforms, encouraged repeat playback and sharing of the clip, and the linkage with a hashtag campaign further amplified the ad's impact.

Conclusion: The Ad's Impression and Future Expectations

The Mishik's Jang In-ramen women's segment is a case study in the organic integration of concept, casting, directing, and post-production. Lee Jung-jae and Kim Yoon-ji's restrained performances, impromptu moments on set, and meticulous post-production combined to create a powerful impression despite its short duration. It will be interesting to see how the brand continues its message through additional videos or extended campaigns in the future.

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