Ottogi Daily's "LIGHT&JOY Reduced Sugar Pancake Mix" (Kim Yoo-jung) Advertisement Behind the Scenes
Ottogi Daily's new product campaign, "LIGHT&JOY," champions the concept of "a lighter, yet sweeter, home party." Actress Kim Yoo-jung's bright and friendly image perfectly complements the product's cheerful tone, conveying the message to consumers: "Be healthier without sacrificing the joy of homemade desserts." This article details the brand positioning and ad concept, background music and sound design, filming locations and directing, NGs and behind-the-scenes footage, costumes, hair, and makeup, and highlights worth watching for fans.
Brand Positioning and Campaign Concept
Ottogi Daily's product line focuses on "convenience" and "small, everyday happiness." LIGHT&JOY combines the health trends of "low-sugar and light-weight" with this approach, emphasizing the satisfying taste and texture achieved with a reduced-sugar recipe. The commercial specifically targets a "home party" audience (those in their 20s and 40s with a casual health mindset, as well as family and friend gatherings), and Kim Yoo-jung's natural chemistry and acting skills serve as a strategic element to enhance brand affinity.
Sound, BGM, and Sound Effects
The music, a cheerful and bright folk/acoustic melody with light percussion, expresses the product's "refreshing" and "joyful" qualities. The recurring sub-melody (hook) in the chorus was designed to linger in the viewer's ear. In the home party scene, short sound effects (such as pancake flipping, syrup pouring, and glasses clinking) are enhanced with Foley to create a sense of both texture and realism. The sound culminates with Kim Yoo-jung's final smile or exclamation.
Filming Locations and Directing Style
Most of the footage was likely shot in a meticulously decorated indoor kitchen set. The kitchen's warm wood tones and pastel accents visually emphasized the "coziness of a home party," while soft lighting, mimicking natural light, enhanced the skin tones and the luster of the food. The camera work alternates between close-ups (bubbles in the pancakes, the flow of syrup) and mid-shots (Kim Yoo-jung's reactions) to simultaneously capture the details and emotions of the products.
NGs, Reshoots, and Making-of Episodes
Due to the nature of food filming, NGs are frequent. Examples include an actor reacting too quickly to a hot pancake, syrup or toppings unexpectedly splashing, or reflections from a cup catching the camera, all of which require reshoots. The making-of footage, which includes scenes of the prop team rearranging the pancake layers at the last minute or adjusting the toppings, and Kim Yoo-jung lightening the mood by sharing small jokes with the staff during filming, is expected to resonate with fans.
Costume, Hair, and Makeup — Friendly yet Stylish
Kim Yoo-jung's outfit combines bright and cheerful homewear with a touch of sophistication. The color palette, comprised of pastel tones (light blue, pastel yellow, cream, etc.), complements the "lightness" of the product. The fabric, a naturally flowing cotton and linen blend, accentuates the movement during the shoot. Hair was styled with natural waves to maintain a soft impression, and makeup was applied with a glow base to enhance the skin's radiance, followed by a refreshing coral and peach lip to enhance the "freshness."
Small moments from the filming set
Some of the more common moments seen in the making-of videos include Kim Yoo-jung's natural smile as she adds toppings, the impromptu ad-lib exchanges with the staff over multiple takes, and the impromptu reactions of raising drinks and toasting. Also notable are the small teamwork scenes, such as rearranging props (syrup bottles, plates), and the food team's meticulous attention to detail, such as adjusting the ice for the final cut.
Points for Fans and Consumers to Note
Product Texture: In close-up shots, pay close attention to the pores (small holes) in the pancakes and the flow of the syrup. This provides clues to the actual texture.
Sound Details: Foley sounds, such as the sound of pancakes flipping and syrup pouring, are key elements of the ad. Analyze which sounds stimulate the desire to buy when played repeatedly.
Clothes and Poses: Capture the color palette and layering of the ad and apply them to seasonal looks.
Check the Making of: Check the making of on your brand channel (YouTube, Instagram) to enable making of videos, allowing you to create additional content with NG and ad-lib footage.
Marketing Interpretation and Expected Effects
Ottogi Daily's LIGHT&JOY campaign goes beyond simple product promotion to offer consumers "joy, including healthy choices." The home party setting intuitively demonstrates product usage scenarios, and the friendly model Kim Yoo-jung is expected to quickly build brand affinity. In terms of social media reach, reinterpreting the ad's hooks (sound, smile, and toppings) into short-form content is expected to generate significant response.
Conclusion
Ottogi Daily's "LIGHT&JOY Reduced Sugar Pancake Mix" commercial balances the product's functional benefits (low sugar content) with its emotional value (the joy of a home party). Kim Yoo-jung's natural acting, combined with small anecdotes from the making of the video, creates an emotional connection with consumers.