ITZY's Yuna Starring in "Men Are Excited! Shinhan Love the Country Card" (15s) — Brand, Concept, and Making-of Analysis
Shinhan Bank's 15-second "Love the Country Card" campaign film delivers its core message of "benefits for military service members and their families" in a cheerful tone. Featuring popular idol group ITZY's Yuna as its model, it resonates with and captures the attention of young people. The film's meticulously crafted combination of music, visuals, and styling is noteworthy, as the brand message had to be intuitively conveyed within a short running time. Below, we've compiled key points that global fans and general viewers might be curious about: brand concept, music, filming locations, costumes, hair, and makeup, filming anecdotes, and fan viewing tips.
Brand and Campaign Concept — "Easy Benefits, Bright Support"
The Shinhan Love the Country Card highlights benefits for military service members and their families. This commercial emphasizes the intuitive nature of the benefits with the cheerful tagline, "Men are excited!" while maintaining a non-serious tone to enhance consumer accessibility. Yuna's bright energy aligns well with the emotion of "cheer," contributing to the brand's message—"There are practical benefits to serving your country"—in a positive and lighthearted way. The target audience is families and young men in their 20s and 40s, and the short-form, social media-friendly production is designed with social media in mind.
Music (OST) & Sound Design—A Remarkable Hook and Sound Effects
The music in this 15-second commercial is crucial to delivering the message. It likely uses an uptempo track that combines energetic yet bright pop and electronic elements. The short, repetitive hook melody is edited to rhythmically align with the tagline, "Men are excited." Sound effects (card tagging, payment beeps, and short sounds symbolizing military uniforms and medals) inserted throughout the commercial evoke the sounds of brand and service operations, audibly reinforcing the usability message. Vocal samples (Yuna's short calls and reactions) are inserted to create a sense of intimacy with fans.
Filming Locations and Directing Style — Capturing Moments from Urban Life
The commercial likely features short, impactful scenes, blending urban interiors and exteriors. Key scenes are likely set in locations reminiscent of everyday card usage, such as cafes, convenience stores, streets, and subways. Some scenes are likely shot in controlled studio settings, showcasing close-ups of the product (card and app). The camerawork features rapid cuts and a lively rhythm, emphasizing Yuna's facial expressions and gestures. The colors subtly reflect the brand's colors, while the overall screen is bright and contrasty, enhancing visual focus.
Clothing, Hair, and Makeup — Yuna's Image and Brand Harmony
Yuna's clothing reflects the brand's "friendly, modern" image. The ad pairs her with casual street-inspired tops and jackets, along with brightly colored accent items (such as logo-emblazoned T-shirts and sneakers) to resonate with younger audiences. Her hair is styled in natural volume, straight or soft waves, to maintain its shape even during active movements. Her makeup is a vibrant glow base and refreshing lip color for the camera. The overall look is characterized by a minimalist, "mood" makeup look.
NGs and Episodes During Filming — Heartwarming Moments on Set
Minor mishaps often occurred on set due to the multiple takes required in a short amount of time. For example, a mismatch between the actual sound of the card tagging device and the timing of Yuna's reaction led to a NG. Yuna's impromptu smile or ad-lib elicited unexpected laughter, forcing a brief pause in filming. Additionally, during outdoor location filming, ambient noise (such as vehicles and pedestrians) may have necessitated sound retakes. The release of the making-of video will provide a glimpse into Yuna's playful reactions and chemistry with the staff, making it a valuable resource for fans.
Points to Watch for Fans and Global Viewers
Sing Along to the Music Hook: The commercial's hook melody is optimized for short-form challenges. Cover content that mimics Yuna's small vocal samples may be popular.
Look Recreation Tips: Yuna's outfit in the commercial is easy to recreate. We recommend a bright logo tee with a denim jacket or a colorful jacket.
Sound Detail Analysis: The card tag sound and payment beep sound are reminiscent of the actual service UX, so replay the ad repeatedly to analyze the meaning of the sound placement.
Making-of-the-Music Points to Watch: When the making-of video is released on the brand's official channel, we recommend experiencing Yuna's true charm through NG scenes and improvisational ad-libs.
Conclusion — Campaign Expectations and Scalability
The Shinhan Love for the Nation Card ad combines the star power of ITZY's Yuna with a lively production style to appeal to both young people and families. The short, repetitive hook and visual elements are ideal for social media dissemination. Expanding the campaign to include a making-of video or a short dance/vocal challenge would further enhance its impact.