This blog introduces advertisement videos featuring Korean idol singers and actors.
It shows the advertisement activities of famous Korean stars who lead K-culture, and analyzes and summarizes the meaning of each advertisement, the advertisement concept, and the reactions to the advertisement.
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...
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The Secret of the Snowy Commute Scene — The Perfect Teamwork Between Choo Young-woo and Columbia
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1. First Impressions: The Reality of "Real Commute" in the Commercial
Columbia's latest commercial, as its name suggests, realistically captures the extreme situation of "commuting in a heavy snowstorm." Choo Young-woo calmly walks through a blizzard, naturally expressing the relatable exhaustion of commuting. The filming reveals that the actor's subtle expressions and movements are more powerful than special effects and exaggerated directing, and Choo Young-woo is at the center of this dynamic.
2. Behind the Scenes: Real Snow? Set Snow? Small Confusion on the Set
The most common question on set was, "Is that snow real?" While some scenes used real snow, most involved a combination of artificial snow and wind machines created on set. When the wind blew unexpectedly during filming, causing costume props to fly away, the staff quickly tidied up the scene. Choo Young-woo reportedly changed his acting tone on the spot, creating natural laughter. This improvisational approach ultimately translated into a "realistic" performance on screen.
3. Costumes and Props: Small Details Create Big Resonance
The Columbia costumes in the commercial emphasize both warmth and mobility. Considering the cold weather during filming, meticulous preparations were made, including the addition of an inner thermal patch. Choo Young-woo reportedly exhibited a habit of putting his hands in his pockets, sparking small discussions between the cinematographer and stylist. Ultimately, these small gestures contributed to the ad's realism.
4. Acting Key: Actions Speak More Than Words
This commercial doesn't feature much dialogue. Instead, facial expressions, gestures, and footsteps drive the story. Choo Young-woo evokes empathy with the audience with a single gesture: even as he quickly avoids eye contact, he pauses briefly to take a breath. The subtle shifts in his gaze and the corners of his mouth, especially when the camera closes in, are the result of his professional focus.
5. Laughter and Breaks During Filming: Chemistry with the Crew
Despite the long shoot, the set was lively. Choo Young-woo often lightened the mood with impromptu small talk during breaks, drawing laughter from the crew. This episode reveals that behind the serious tone of the commercial lies a human warmth.
6. Viewer Reaction: The Viral Effect Driven by Empathy
When the commercial was released, many people left comments expressing their sympathy for the premise of "going to work in a snowstorm." The response was particularly positive, citing Choo Young-woo's detailed acting and the practical functionality of Columbia's clothing. Some even expressed their intention to purchase the brand, saying, "I'll wear this brand to work today."
Conclusion: The Message of the Commercial
Ultimately, this commercial warmly captures the "realistic day of not giving up even in harsh weather." Choo Young-woo's delicate performance and the small anecdotes from the set combined to create a compelling story that resonated deeply with viewers. This is a prime example of Columbia's functionality and the actor's humanity coming together.