Nespresso's 'Vertuo Iced Americano' — Behind-the-Scenes and Key Points of Interest in the Kim Go-eun Commercial
Nespresso's latest 15-second film quickly highlights the product's strengths through an intuitive climax that ends with "Kim Go-eun's exclamation." This article details key points that global fans will be curious about, including the brand message, advertising concept, sound design, filming locations and directing, NGs and behind-the-scenes footage, and costumes, hair, and makeup.
Brand Positioning and Advertising Concept
Nespresso, a premium capsule coffee brand, emphasizes "café quality at home" as its core value. The Vertuo line has been particularly strong in its machine's crema, rich flavor, and variety of cup sizes. This 15-second commercial centers around the simple and clear message of "the amazing taste of Iced Americano," and aims to convey "everyday luxury" through the friendly and sophisticated face of Kim Go-eun. The key is to make viewers empathize with the product experience (the exclamation of the first sip) in a short moment.
Video Structure and Storytelling
The limited 15-second timeframe demands a condensed message. Videos typically follow this structure: First shot: Close-up of product details (capsules, machine, cup) → Middle shot: Kim Go-eun's tasting and reaction → Last shot: An exclamation or copy line caps the impact. The camera work utilizes macro close-ups and smooth cut transitions to emphasize the texture of the flavor (crema, light reflection, and the clarity of the ice).
Background Music (BGM) and Sound Design
The commercial sound must simultaneously convey the product's "refreshing" and "premium" image. Therefore, a clean piano or guitar arpeggio is layered over a brisk electronic sound or minimal electronic rhythm to capture the emotion. During the tasting, small sound effects (the sound of the cup being lifted, the ice clinking, the coffee brewing) are likely emphasized with Foley to enhance auditory immersion. Kim Go-eun's exclamation is mixed to perfectly align with the music, creating a climax.
Filming Location and Set Design
The space depicted in the video is presumed to be a simple yet luxurious kitchen or cafe set. The indoor set allows for precise control of lighting and camera movement, making it ideal for expressing the textures of the cup, coffee, and ice. The colors are likely to be neutral tones (cream, soft brown, deep gray, etc.) to highlight the rich brown hue of the coffee. In some shots, soft light, mimicking natural light, is used to simultaneously highlight skin tones and the sparkle of the beverage.
NGs and Making-of Episodes
Unexpected NGs are common in food and beverage commercial shoots. For example, the actor's reaction to the temperature of the beverage during a tasting scene may change, the cup may be slightly misaligned in position or position, or the ice may melt and change shape during the cut. Kim Go-eun likely performed multiple takes with a professional demeanor, and sometimes, impromptu facial expressions or minor ad-libs are recognized by the director and incorporated into the final cut. The making-of video is likely to showcase human moments, such as staff changing cups or adjusting ice levels, or Kim Go-eun laughing and chatting with staff during filming breaks.
Clothes, Hair, and Makeup — Embodying a "Stylish Everyday Life"
Kim Go-eun's wardrobe is a crucial element in connecting everyday wear with a premium image. The ad presents a "practical luxury" look that viewers can easily emulate, with simple yet sophisticated items like a clean white top, soft knit, or slim jacket. Hair is styled to emphasize natural volume and shine, and makeup is based on a glowing complexion with natural shading and accented lips to create a healthy, on-camera look.
Viewing Tips for Global Fans
Focus on Sound: Listen closely to the Foley sound during the tasting. This will reveal where the emotional climax of the ad begins.
Reproducing the Look: Capture stills of the main outfit (white top, soft knit, slim jacket) and apply them to a seasonal look.
Check Product Details: Identify key product features in close-up shots, such as the size of the cup, the texture of the crema, and the clarity of the ice.
Explore the Making of: Check the brand's official YouTube and social media for "making of" or "behind the scenes" videos, which will reveal unfinished footage and behind-the-scenes footage.
Marketing Implications and Consumer Reaction Predictions
This Nespresso commercial promotes "experience-based purchases" by offering a powerful experience (the exclamation of the first sip) in a short period of time. Kim Go-eun's friendly yet sophisticated image aligns well with the brand's tone, making it highly likely to appeal to both young women and coffee lovers. Furthermore, expanding the ad hook (an exclamation or a tasting scene) into a short clip on social media can lead to viral success.
Conclusion
The 15-second Nespresso Vertuo Iced Americano commercial is a classic example of a "highly efficient digital film," maximizing the visual and auditory qualities of the product. The directing, which focuses on Kim Go-eun's reactions, the meticulous sound design, and the sophisticated styling combine to leave a strong impression on consumers.