Ottogi's "The Taste of Jongno, Just Like Ottogi! Jongno-Style Dogani Tang with Real Dogani" (30 Seconds) — Ad Analysis and Fan Guide
Ottogi's new product commercial prominently emphasizes the message of combining "traditional flavor" with "convenient home-cooked food." Actress and comedian Lee Su-ji appears as the model, conveying the product's core values with a friendly and trustworthy image. This post provides a behind-the-scenes look at the brand background, ad concept, sound and production, estimated filming locations, styling (costumes and makeup), incidents and anecdotes from the filming, and other details fans might want to pay attention to.
Brand and Product Concept — Bringing the "Taste of Jongno" to Your Home
Ottogi has frequently employed the "recreating traditional flavors" strategy in the home meal replacement (HMR) market. This commercial, titled "Jongno-Style Dogani Tang," emphasizes the credibility of a specific regional and traditional flavor. The core message is, "You can enjoy the authentic taste of Jongno at home without going out to eat," and the phrase "real Dokkaniga is in it" emphasizes the product's ingredients and quality. From a brand perspective, the brand guides consumer decisions through three pillars: trust (ingredient labeling), convenience (easy cooking), and authenticity (emphasis on Jongno-style recipes).
Advertising Concept and Storytelling — Combining Friendliness and Trust
With a short 30-second running time, the ad quickly delivers its message. Lee Su-ji's friendly expressions and natural reactions connect the concept of "authentic food that anyone can easily enjoy" with a human touch. The scene composition typically follows this flow: product introduction → close-up of cooking and serving (emphasizing texture and visuals) → actor's reaction (confirming the taste) → product message and character-to-action. This structure effectively evokes an immediate response from viewers.
Sound and Music — Audio Design that Stimulates Both Texture and Emotion
Music quickly sets the emotional tone of the ad. This commercial likely emphasized the "warmth of home cooking" with its upbeat yet warm acoustic background music. The subtle addition of Foley effects, such as the sounds of dumplings, soup, and spoons, likely audibly conveyed the sensations of "crispy, moist, and hot." In particular, texture-focused sound effects, such as the "chewing of a pot" and the "rising steam," amplified the viewer's sense of realism.
Filming Location and Direction — Trust Built by Reality
The video was likely shot primarily on indoor sets (kitchen or restaurant settings) with some location shots. The indoor sets facilitated the controlled filming of cooking scenes and close-ups of products. The location shots, however, reinforced the "Jongno-style" image through small-scale street shots or indirect elements (signs, alleyways) that evoke the atmosphere of Jongno and the surroundings. The lighting employed a warm tone to bring out the colors of the food, and the macro lens close-ups likely emphasized the texture of the pot and the sheen of the soup.
Styling (Costume/Makeup) — Trustworthiness in Everyday Life
Lee Su-ji's outfits are composed of "everyday tones" that aren't overly exaggerated, maximizing the actress's approachability. Colors are primarily neutral (cream, beige, soft brown) to harmonize with the warm atmosphere of the scene, and her makeup, with a clean, natural base and subtle lip color, is likely designed to evoke trustworthiness. If there are slight outfit changes in the commercial, this could be seen as a device to portray different "home situations" with each scene transition.
Happenings/Episodes During Filming — Little Stories from the Set
Food filming often involves a variety of mishaps. For example, an actor might be startled by a hot soup, resulting in an unnatural reaction, forcing a reshoot. The cooking team might adjust food details (grease, seaweed, garnishes) at the last minute to make it look more appetizing. Or, props might be repositioned multiple times due to lighting and reflections. Professional actors like Lee Su-ji strive to maintain natural acting even in such situations, and sometimes their impromptu ad-libs catch the director's eye and are reflected in the final cut.
Points to Watch for Global Fans
Checking Regionality: Pay close attention to how the regional credibility of the phrase "Jongno-style" is conveyed on screen (through signage, props, cooking methods, etc.).
Sound Details: Listen to how subtle Foley effects, such as the sound of broth or chewing meat, contribute to the texture of the ad.
Product Information: Carefully reviewing the raw material information (such as the source and processing method of the dog food) listed in the ad's subtitles and credits will help you assess the product's credibility.
Message Structure: Analyzing the flow of "text (including real dog food) → visuals → actor reaction → call to action" will help you understand the ad's design intent.
Conclusion
Ottogi's "Jongno-style Doganitang" commercial combines the authenticity of a traditional recipe with the convenience of home-cooked meals, attempting to persuade consumers on both an emotional and logical level. Lee Su-ji's friendly image, coupled with the dense sound and close-up shots of the food, delivers a compelling narrative even within a short film.