Domino's Pizza's 'LA Cheese Pollack Rib Steak' — Behind the Scenes & Key Points of Son Heung-min's Commercial
Domino's Pizza's new product, the 'LA Cheese Pollack Rib Steak,' quickly and impactfully conveys the friendly image of world-class star Son Heung-min and the product concept of "generous toppings and carefully selected flavors." Within a short running time, the sound, lighting, and styling were meticulously designed to visually appeal to the product and stimulate consumers' emotions. Below, we've detailed the brand message, music and sound design, filming locations and sets, costumes and styling, NGs and behind-the-scenes anecdotes, and other key details that fans will likely find interesting.
Brand Positioning and Advertising Concept
With this product, Domino's has solidified its positioning as a "premium yet approachable delivery pizza." By naming it "LA Style," the company emphasizes American flavor (the harmony of sweet galbi sauce and spicy cheese foley), while leveraging Son Heung-min's national affinity for the product to simultaneously generate trust and curiosity. The message is clear: "Experience the satisfying volume and multi-layered flavors in one bite," which is intuitively conveyed through the composition of the screen (close-ups of toppings, the squeezing of cheese, the sheen of the galbi sauce).
Background Music (BGM) and Sound Design
Music is a key element in determining the tempo and tone of the commercial. This commercial likely blends funky rhythms with pop and electronic elements and upbeat percussion to create a youthful and energetic atmosphere. The product close-ups boldly utilize Foley (the sounds of cheese stretching, sauce dripping, and the crispy crust) to stimulate the viewer's gustatory imagination. Furthermore, the editing technique likely employed interlocking Son Heung-min's reaction lines with a musical break to create a climax.
Filming Location and Set Direction
The commercial was likely shot on a controlled studio set. Choosing a studio allows for complete control over lighting, camera angles, and food details, making it easier to optimally express things like the texture of the cheese and the sheen of the sauce. The set was likely designed to resemble a modern dining room or a living room where people enjoy delivered pizza, naturally associating the message of a "premium experience at home." Some scenes may have been expanded to include outdoor terraces or street food scenes, hinting at an "LA sensibility."
Clothes, Hair, and Makeup — Son Heung-min's Image Strategy
Son Heung-min's outfit likely consisted of a casual look that was brand-friendly and accessible. A simple white tee or light knit paired with a comfortable jacket created an image of "everyday yet trustworthy." Neutral colors were likely chosen to avoid clashing with the red and yellow toppings onscreen, keeping the visual focus on the pizza. Hair and makeup were likely designed to portray natural, luminous skin, ensuring it remained understated even in close-up shots.
NGs, Reshoots, and Making-of Stories
Food commercial filming often results in NGs, as the condition of the food (temperature and gloss) and the timing of the actor's reactions are crucial. For example, in the cheese-stretching scene, poor timing or reflections of sauce on camera often lead to reshoots. Furthermore, since Son Heung-min must display natural reactions while holding a hot pizza, his expression may have stiffened due to the heat, or his hands may have trembled, causing cuts to be cut out. Conversely, on-site making-of often involves Son Heung-min lightheartedly joking with the staff to lighten the mood, or his impromptu reactions captivate the director and are reflected in the final cut.
Points to Watch for Fans and Global Viewers
Topping Details: Check the texture of the cheese, the sheen of the rib sauce, and the distribution of the foley (spices) in close-ups. These provide clues to predict the product's flavor.
Sound Focus: Listen closely for the sound of the cheese stretching, the crispiness of the crust, and how Foley contributes to the delivery of texture.
Son Heung-min's acting details: his gaze, hand movements, and the subtle changes in his facial expression after a bite offer a glimpse into the subtle skills of a professional actor.
Copy and Editing: Analyzing how the product message (e.g., "The flavor of LA in one bite") is combined with music and cut transitions can help you understand the advertising strategy.
Conclusion
Domino's "LA Cheese Pollack Rib Steak" commercial combines the intimate image of Son Heung-min with visual and auditory food techniques to evoke a strong desire to purchase in consumers.