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...

SGI Ad Analysis: The Story Behind "We Are SGI, the Future" with Shin Si-ah



This post details the behind-the-scenes story, from the concept behind the ad to the details of the filming, Shin Si-ah's acting direction, filming techniques, post-production, and even some behind-the-scenes anecdotes that viewers might be curious about.

Ad Concept: The Message Behind "We Are the Future, SGI"

This ad focuses on intuitively conveying the brand's reliability and future-oriented values. The tagline "We Are the Future, SGI" goes beyond a simple slogan to emphasize the sustainable vision and trust we will build together with our customers. Rather than relying on flashy visual effects, the production team focused on eliciting emotional resonance through performance, facial expressions, and the rhythm of the scenes. To clearly convey the message in a short space of time, the cut composition and text exposure timing were meticulously designed.

Casting Point: Shin Si-ah's Influence

Shin Si-ah's calm yet genuine image enhanced the credibility of the brand message. The production team utilized her gentle expression and the depth of her gaze to realistically portray the abstract concept of "future." In Shin Si-ah's case, the director demanded an unexaggerated performance and focused on capturing as many natural moments as possible, as even the slightest change in facial expression or rhythm of breathing can convey emotion.

Filming Techniques: Camerawork and Lighting that Emphasize the Message

In commercials that emphasize a strong message, lighting and camerawork determine the mood. In this shoot, soft key lights and backlights were used to naturally highlight Shin Si-ah's facial contours and gaze, while subtle highlights created a hopeful and warm atmosphere. The camera primarily alternated between medium shots and close-ups, focusing on the character's expressions and speech. Furthermore, body camera movement was minimized during specific phrases to ensure a clear message.

Acting Direction: Extracting Natural Authenticity

The director rehearsed with Shin Si-ah, emphasizing the "realism of the situation." Beyond simple line delivery, she practiced eye contact with the camera, timing her breathing, and even subtle hand movements to make her appear as if she were actually present in the situation. Specifically, the direction focused on minimizing tonal inflection when delivering the message, maximizing its impact and minimizing exaggeration. As a result, short, impactful phrases naturally resonated with the audience.

Post-Production: The Message Completed with Color Correction and Sound

In the editing stage, the tempo between cuts was meticulously adjusted to create a flow and climax of the message. The color correction maintained an overall warm tone, while adding slight contrast here and there to enhance the power of the sentences. For the sound design, the background music was arranged with restraint to ensure Shin Si-ah's voice and message were central, while sound effects were kept to a minimum to maintain the credibility of the commercial.

On-Site Episodes: Small but Meaningful Moments

Even amidst the tension, moments of humor and collaboration coexisted on set. In one take, Shin Si-ah broke out of her lines with a natural smile, drawing immediate laughter from the director and staff. This smile was used in the edit, adding a human touch to the commercial. In another scene, a small prop (a small prop on a desk) unintentionally moved during filming, but the staff's quick adjustments and the actor's immediate response allowed the film to conclude without issue. These minor incidents actually helped lighten the mood and create a more natural scene.

Marketing Points: Why This Commercial Resonated with Consumers

First, the clear slogan ("We are SGI, the future") and the authentic cast of actors (Shin Si-ah) supported it, capturing both initial interest and trust. Second, the editing focused on the core message without over-information, making it highly reusable in both TV commercials and digital short clips. Third, the emotionally focused color correction and restrained sound enhanced the message's resonance, and the structure is ideal for expanding into highlight clips for social media, creating the potential for a viral effect.

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