Speak x Kim Woo-bin — "English Will Be a New Year!" Full Ver. Behind-the-Scenes Ad
In Speak's latest campaign, "English Will Be a New Year!" (Full ver.), Kim Woo-bin uses his sophisticated image and friendly demeanor to convey the message of "the practicality of learning English" and "the transformation of New Year's resolutions." This post focuses on the brand positioning and campaign concept, music and sound design, filming locations and set direction, costumes, hair and makeup, NGs and behind-the-scenes anecdotes from the shoot, and highlights worth watching for fans.
Brand Positioning and Campaign Concept
Speak is a platform that emphasizes practical English learning, emphasizing its strengths as "short-term, real-life-focused, and smart learning." This campaign, targeting the New Year's resolution season, intuitively conveys the message that "English will be a new beginning, not a barrier." Kim Woo-bin was chosen because his friendly and trustworthy image fits well with the brand's tone, which offers practical solutions to "learners who haven't seen results despite consistent effort." The ad quickly presents the plot of "Speaking → Confidence Recovery" in real-life situations (meetings, travel, blind dates, interviews, etc.).
Music (OST) and Sound Design
As befitting the full version, the background music sets the tone for the ad. A cheerful yet hopeful melody is at the center, and the mix of synth pads, acoustic guitar, and light percussion is likely designed to convey both the excitement of the New Year and a sense of accomplishment. At key points, Foley effects (message transmission sounds, app click sounds, and notification sounds) are emphasized to aurally emphasize the app's usability. When Kim Woo-bin emphasizes a single word, the music is lowered slightly to emphasize his voice and breathing, enhancing the immersion.
Filming Locations and Set Direction
The advertisement was likely shot in a mix of indoor and outdoor locations and studio sets, set in everyday urban spaces (cafes, offices, airport lounges, apartment living rooms, etc.). The indoor scenes were likely shot in a controlled studio set, using a macro lens and soft lighting to clearly display the characters' expressions and app screens. The outdoor and location shots may have actually utilized stock footage or licensed footage. The overall tone is designed around bright and warm colors, visually conveying the atmosphere of a "new beginning."
Clothes, Hair, and Makeup — Key Points of Kim Woo-bin's Style
Kim Woo-bin's wardrobe is based on "simple urban sophistication." Basic shirts and knits, or layered with light jackets, create a friendly yet mature image. The color palette is neutral (white, beige, navy), with pops of color to create a stable look on screen. Hair is naturally styled, and makeup is applied to even out skin tone for the camera, with a subtle glow to create a healthy impression. This styling is easy for fans to replicate, as it offers a realistic look that can be replicated.
Filming NGs and Making-of Episodes
App usage scenes often result in NGs, as the UI and the actor's hand movements must be perfectly synchronized. For example, delays in screen transition animations, mismatches between click sounds and the actor's reactions, or camera reflections that obscure the smartphone screen, leading to reshoots. Additionally, outdoor locations may require re-recording sound due to ambient noise (vehicles and pedestrians). Fan-favorite scenes from the making-of include Kim Woo-bin ad-libbing his facial expressions mid-shoot, sharing a laugh with the staff, and the props team fine-tuning the app screen.
Points to Watch for Fans and Global Viewers
App UI Details: Capture and analyze the sentences, examples, and layout used in the ad to ensure they reflect the actual learning flow.
Sound Effects: UX sounds like clicks and completion sounds are linked to brand identity, so play them repeatedly to confirm their placement.
Look Recreation Tip: Capturing Kim Woo-bin's practical layering (knit + shirt, jacket combination) in screenshots and expanding it into blog content will drive traffic.
Making-of-the-video: If the making-of video is released on the brand or actor's official channel, we recommend additional posts featuring NG and ad-lib footage.
Conclusion
Speak x Kim Woo-bin's "English Will Be a New Year!" ad is a campaign targeting the New Year season that effectively combines practicality and emotion. While short, the video clearly conveys the brand's message through a harmonious blend of music, directing, and styling. Fans can leverage the outfits, facial expressions, and app screen details to create diverse, extended content.