[SUBWAY] Where is LOB? Behind the Scenes: Behind-the-Scenes Stories with Epik High Revealed

Subway's new commercial, "Where is LOB?", is generating significant buzz with its unique question-like copy and sensuous production. The natural fusion of musical identity and brand message is particularly notable, with the hip-hop group Epik High appearing as the advertising model. This post focuses on behind-the-scenes details, from the ad concept planning and on-site filming, to Epik High's acting and reactions, to post-production and marketing elements, highlighting the curious moments viewers might be curious about.

Ad Concept: The Meaning of the Question in "Where is LOB?"

The title, "Where is LOB?", is a device that arouses curiosity and engages viewers. The question-like copy, which prompts viewers to discover what LOB is and where it is, piques their curiosity and effectively increases the viewer's viewing time. Subway went beyond simple product introductions to convey the brand's message—freshness, the joy of discovery, etc.—through storytelling. Epik High's presence adds cultural weight and a sense of familiarity to the ad.

Casting Point: The Transformation Brought by Epik High

Epik High enhanced the credibility of the commercial not only through their musical image but also through their natural facial expressions and reactions in everyday situations. The production team utilized Epik High's solemn yet lighthearted tone to create distinct emotional arcs in each scene, resulting in a seamless transition from "question" to "discovery." The members' subtle facial expressions and gestures, in particular, were crucial elements in heightening the immersive experience.

Filming: A Harmony of Direction and Technique

Capturing flavor and texture on screen is a demanding task. For this shoot, lighting, camera angles, and editing rhythm were meticulously coordinated to emphasize the freshness of the product and the dynamic moments. Slow motion and close-ups were used to visually emphasize the texture of the bread, the sheen of the toppings, and the flow of the sauce. On-site, real products and props were used to maintain quality even with repeated filming. For sound effects, eating and packaging sounds were recorded separately and mixed in post-production.

Epik High's Acting Direction: The Secret to Naturalness

The director, aiming for "natural yet impressive" reactions, gave Epik High a great deal of freedom while also repeatedly adjusting camera timing and subtle differences in facial expressions. Thanks to the timing of specific eye contact and hand gestures during pre-rehearsals, improvisational ad-libs were effectively incorporated into the actual filming. Unexpected facial expression changes were particularly welcomed by the staff, and these moments were often incorporated into the final cut.

On-Site Episodes: A Crossing of Laughter and Tension

Minor incidents arose frequently during filming. In one scene, a sandwich sauce unexpectedly splashed out, temporarily halting filming. However, Epik High's witty reactions quickly lifted the mood. In another scene, a specific camera angle made it difficult for the actors to maintain a soft expression. The director and crew quickly adjusted to resolve the issue and achieve the desired take. These small moments on-site actually brought the commercial to life.

Editing and Sound Design: Post-Production Strengthens the Message

In post-production, the tempo of the cuts was adjusted to match the fast-paced and lively image of the product. Color correction emphasized fresh saturation to highlight the hues of the ingredients. Sound design is a crucial element in the immersive nature of the ad. The delicate placement of the crispy sounds of bread and crunchy vegetables created a realistic eating experience for viewers. Furthermore, Epik High's background music selection and mixing further refined the tone of the ad.

Marketing Point: A Strategic Choice That Led to Viral Goings

The combination of "question-based copy + casting popular artists" has the potential to spread quickly on social media. Short clips and impressive reaction scenes were reused on TikTok, Instagram Reels, and other platforms, naturally expanding brand awareness. Furthermore, the structure was designed to maximize the effectiveness of the ad by linking it to hashtag challenges and quizzes where consumers can participate directly.

Conclusion: Impressions and Future Expectations of the Ad

Subway's "Where is LOB?" This commercial goes beyond simple product promotion, encouraging consumer engagement through questions and fostering cultural resonance through Epik High's appeal. The ad, combining impromptu moments on set with meticulous post-production, left a lasting impression on viewers. It remains to be seen how Subway expands this campaign, whether additional videos or collaborative content will be released.

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