It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Acuvue × CORTIS Ad Analysis: "The World I See Is More Than I Can See" Behind the Scenes



Acuvue x CORTIS Commercial Analysis: "The World I See Is More Than Just Seeing" Behind the Scenes

Advertising Brand and Core Message
This 30-second spot was produced by global contact lens brand Acuvue in collaboration with the five-member group CORTIS. The brand's core message is to deliver an "experience beyond sight," emphasizing moments that connect with emotions beyond the simple act of "seeing." Through short yet powerful cuts and the characters' perspectives, the commercial conveys the message that "the way you see the world will change."

Concept & Storytelling

The concept is "Expanding Perspective." Using directing to expand and specialize small moments from each member's perspective, the commercial builds a narrative that the product (contact lenses) goes beyond simply providing vision assistance to enrich everyday experiences. Screen transitions and focus shifts are designed to immerse the audience in the members' emotions, resonating with both fans and general consumers.

Background Music (Music) — The Role of Mood and Tempo

Music is a crucial element in determining the emotional impact of an advertisement. This spot emphasizes the "moment of discovery" with a calm yet escalating arrangement. The song connects the emotional threads of each scene with a simple melody and subtle changes in rhythmic instruments. If the original song used in the commercial is released, global fans are encouraged to find and listen to the related track on music streaming platforms.

Filming Locations and Mise-en-scène

The filming location effectively blended urban studios and outdoor locations to create a sense of realism and drama. Scenes utilizing natural light emphasize the field of vision and color changes experienced when wearing contact lenses, while golden hour scenes in the evening create a warm and inviting atmosphere, complementing the brand's cozy image. The camera angle focuses on the members' gaze, visually immersing them in the act of "seeing."

Costume & Styling

The outfits are minimal yet expressive of each member's individuality. The overall palette is based on pastel and neutral colors, with accessories and small pops of color used to draw the viewer's attention. This styling is designed to emphasize the face and eyes, directly connecting to the advertising message. Fans are curious about the makeup, which features natural skin expression and delicate eye makeup, accentuating the natural look when wearing contact lenses.

Making Points & On-Site Stories

During filming, meticulous rehearsals and storyboard preparation were necessary to convey a variety of emotions within a short period of time. To achieve natural eye contact, the director repeatedly gave detailed instructions and practiced framing. For some scenes, improvisation was allowed to capture the members' real reactions. Lighting and lens color correction were also crucial, highlighting the collaboration between the colorist and camera team.

Q&A for Fans

Q: What lenses were used in the commercial?
A: It's likely a product from Acuvue's latest lineup that emphasizes comfort and clarity of vision. Check the brand page for official information when the product name is revealed.
Q: I want to know about the music.
A: After the commercial is released, music information may be posted in press releases or song descriptions, so please check the official channels.
Q: Can I purchase each member's outfit and makeup style? A: If there are any brand collaborations related to styling, you can check them on the official SNS and stylist credits.

Marketing Implications

This collaboration is a great example of emotional marketing using K-pop idols. Acuvue strengthens its brand positioning by connecting the product's functional utility (clear vision) with its emotional benefits (a special experience in everyday life). The collaboration with CORTIS, which boasts a global fan base, is particularly effective in quickly conveying the brand message to overseas consumers.

Conclusion: Resonance with Fans and Consumers

Despite its short 30-second runtime, this commercial expands the meaning of "seeing." Fans can create new interpretations through the members' facial expressions, gaze direction, and the delicate combination of music and filming. After watching the commercial, check the official channel regularly for behind-the-scenes footage and interviews to gain more behind-the-scenes information.

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