"Cheonnok, Increasing the Strength of Energy." (Cheonnok Tone Booster 34") — Behind the Scenes & Key Points of the Advertisement Featuring Lee Jin-wook
Cheonnok's new product, Tone Booster, is a 34-second spot commercial that clearly conveys actor Lee Jin-wook's serious image and the product's core message of "energy recovery and strengthening." Despite its short running time, the visuals, audio, and styling are meticulously designed to simultaneously convey the brand's reliability, the product's functionality, and the consumer's emotional well-being (stability and vitality). Below, we've detailed the brand background and advertisement concept, musical direction, estimated filming locations, costumes, hair, and makeup, potential NGs and behind-the-scenes anecdotes that may have occurred during filming, and ideas fans can expand into content.
Brand Positioning and Advertisement Concept
Cheonnok is expanding its product line in the health functional food market, focusing on "energy recovery." The concept of this advertisement is "Recovering the level of energy felt in everyday life." Focusing on the intuitive message of "increasing energy," the ad visually expresses the internal changes (vitality and confidence) consumers can experience when using the product through the actor's facial expressions and gestures. The tagline, "Increasing energy," emphasizes functionality while maintaining a sense of trustworthiness through understated expressions. The target audience is office workers in their 30s to 50s and consumers experiencing physical decline, and the ad aims to balance emotional persuasion with practical information.
Music (OST) and Sound Design
Music is a key element in the 34-second commercial, quickly establishing the emotional arc. This spot likely employs a soft yet ascending melody line (a composition of gentle piano and string arpeggios gradually augmented by bass and percussion) to visually convey the narrative of "energy recovery → revitalization." Furthermore, scenes of product consumption or text related to efficacy were likely accompanied by subtle Foley sounds (such as pouring water into a glass or opening a cap) to amplify the actual user experience. When the actor's voice was included, the music was likely briefly lowered to enhance the message's delivery. It appears.
Estimated Filming Location and Set Direction
The clean lighting and neat interior seen in the video likely involved filming primarily on studio sets. The interior scenes are reminiscent of a modern living room or workspace, emphasizing "everyday usability." In some scenes, soft light, similar to natural light, was used to warm the actors' skin tones and facial expressions, while product close-ups were likely captured with a macro lens and hard light to emphasize texture. If the film included outdoor locations, scenes of urban cafe terraces or park walks could have been used to reinforce the "recovery of activity" image.
Clothes, Hair, and Makeup — Natural yet Trustworthy Styling
Lee Jin-wook's outfit likely embodies a "neat and trustworthy daily look," consistent with the tone of the commercial. Typically, shirts, knitwear, and light jackets in neutral tones (such as navy, charcoal, and beige) are layered to create a sense of stability. Accessories are kept minimal, drawing attention to the face and expression. Hair is styled naturally and neatly, and makeup is applied to even out skin tone for the camera. The styling was likely done with care to avoid excessive glossiness while still maintaining a polished look. The overall styling conveys a sense of professional trustworthiness and everyday friendliness.
NGs During Shooting and Making-of Episodes
The following NGs often occur during the filming of functional product commercials. First, if the timing of the actor's facial expressions is slightly off during the product consumption scene, multiple takes are required. Second, in macro close-up shots, the product's gloss and texture vary depending on the light, likely requiring the prop team to repeatedly adjust the lighting and angles. Third, re-editing may have been necessary due to synchronization issues between the narration or subtitle timing and the music. Fan-favorite scenes from the making-of include Lee Jin-wook's natural laughter as he chats with the staff during filming, and the prop team's last-minute touch-ups to ensure the product looks its best.
Suggesting content ideas that global fans can recreate
Sound Points: Listening to the Foley elements (cap opening, water sounds, etc.) in the commercial helps you understand how the "user experience" was designed.
Look Reproduction: Capturing Lee Jin-wook's simple daily look in still shots and creating a seasonal style guide will increase fan engagement.
ASMR Content: Creating short ASMR clips utilizing the sounds of product unboxing and consumption is ideal for social media distribution.
Making Clip Utilization: Once the making-of video is released on the brand channel, excerpts from NG and ad-lib scenes and re-edit them into "behind-the-scenes reaction" content.
Marketing Interpretation and Expected Effects
This commercial appears to be a strategy aimed at simultaneously appealing to the reliability (expertise) of the functional product and consumer sentiment (warmth and everyday life). The combination of short, powerful copy, the actor's trustworthy image, and sophisticated sound design makes it highly applicable across TV, digital, and social media channels. In particular, the short-form (15s) variation centered around product usage scenes is expected to have high viewership on mobile platforms.
Conclusion
Cheonnok's "Increase Your Energy" commercial combines Lee Jin-wook's trustworthy performance with meticulous production. It effectively conveys brand value while also providing a platform for fans to recreate. It provides sufficient elements (look, sound, making) to facilitate future expansion of user-generated content (reactions, ASMR, lookbooks, etc.).