Burger King's 'Quattro Pepper Cube Steak Whopper' — Behind the Scenes of the Lee Jung-jae Commercial
Burger King's new product, the 'Quattro Pepper Cube Steak Whopper' commercial, leaves a powerful impression with actor Lee Jung-jae's charisma and the intuitive tagline, "Hmph, hmph, hmph." The visual and auditory presentation maximizes the product's "juiciness, steak texture, and pepper aroma." This post provides a detailed analysis of the brand positioning and campaign concept, music and sound design, filming locations and set direction, costumes, hair, and makeup, NGs and behind-the-scenes anecdotes, and key highlights for global fans and bloggers.
Brand Message and Campaign Concept
With this product, Burger King has brought to the forefront the "essence of a burger—meat flavor and texture." The name "Quattro Pepper Cube Steak" emphasizes the flavors of the four peppers and the rich texture of the cube steak. The commercial goes beyond a simple product introduction, aiming to emotionally capture the moment of "boldly enjoying rich flavor." Lee Jung-jae's mature and dignified image aligns well with the message of "a profound taste experience," while the short copy and powerful visuals immediately pique consumer curiosity.
Video Direction and Storytelling Points
The video unfolds in the following order: product close-ups (the texture of steak cubes, the grains of pepper) → Lee Jung-jae tasting the product (a slow bite, his eyes, and his breathing) → the product promise (emphasizing the taste and aroma). The camera work uses a macro lens to capture texture details, and intermittent slow motion enhances the delicate texture. The screen color palette, with warmer-toned highlights on a dark background, visually emphasizes the "juicy, grilled flavor."
Music (BGM) and Sound Design
The soundtrack for this commercial is divided into two axes. One is the BGM (simple bass line + soft synthesizer or brass lingering) that creates an emotional atmosphere, and the other is the Foley-centric texture sound. In particular, the placement of Foley sounds, such as the texture of frying and grilling, the crunch of meat, and the sloshing of sauce, in close-up scenes allows viewers to "imagine the taste" through auditory perception alone. The editing, which interweaves the copy (huh, huh, huh, huh) with the actor's reaction sounds, serves as a device to enhance viewer immersion.
Suggested Filming Location and Set Direction
Given the nature of food advertising, product close-ups were likely filmed in a controlled studio set. Studios precisely control lighting and temperature to optimally portray the luster of meat and the sheen of sauce. Lee Jung-jae's tasting and reaction scenes are set in a sophisticated dining room or private lounge, suggesting a "premium experience for adult consumers." Some scenes may have utilized actual stores or outdoor terraces to reinforce the realism and lifestyle connection.
Costume, Hair, and Makeup — Lee Jung-jae's Character Design
Lee Jung-jae's styling embodies the concept of "minimal luxury." He typically pairs dark-colored suit jackets, turtlenecks, or neat shirts with light jackets to create a mature and sophisticated image. Neutral colors are chosen to avoid visual clashes with the product, and accessories are likely to be kept minimal, focusing on the face and expressions. Makeup is refined with natural skin correction and a subtle glow to maintain a strong presence in front of the camera.
NGs During Filming and Making-of Stories
The following are common NGs in commercials combining food and character acting. First, if the food's condition (temperature or gloss) is off, the food stylist immediately corrects it. Second, if the actor's tasting timing and the camera's close-up timing are misaligned, a reshoot is required. Third, multiple takes are repeated to ensure natural chewing sounds and facial expressions. In the making-of videos, scenes of Lee Jung-jae rehearsing briefly between takes, adjusting his facial tone or discussing subtle expressions with the director, the food team meticulously adjusting the placement of the cube steak, and the friendly banter between the staff and actors are popular with fans. Furthermore, detailed scenes of the food stylist applying oil to the cuts of the meat at the last minute to achieve a glossy finish and a perfectly grilled texture are frequently revealed as fascinating elements in the making-of videos.
Filming Techniques and Lighting Points
To bring out the texture of the cube steak, the film likely used a lighting combination that emphasized the surface texture with hard light and softened the actor's skin with soft light. Common techniques include warm highlights using colored gels and backlighting to enhance the meat's luster, and reflectors to highlight the actor's eyes for a sense of life. The film uses a judicious mix of slow motion and macro shots to entice viewers to experience the moment of each bite, as if they were slowly immersing themselves in it.
Key Points for Fans and Bloggers
Sound Focus: Isolate and loop Foley sounds, such as chewing and grilling sounds, to analyze the points that trigger viewers' appetites.
Reaction Capture: Lee Jung-jae's gaze, breathing, and facial expressions are perfect for fans to capture and analyze. Create a short-form edit using these "reaction moments."
Copy the Look: Capturing Lee Jung-jae's outfit (jacket and turtleneck combination) in the ad and expanding it into a guide to "minimal luxury looks for adult men" will help drive reader engagement.
Making Request: Once the making-of (behind-the-scenes) videos are released on the brand's official channel, excerpts from NG and ad-lib scenes and link them to follow-up posts.
Marketing Interpretation and Campaign Expansion Ideas
This campaign intuitively conveys the product's core values—flavor and texture—and leverages the trusted persona of Lee Jung-jae to stimulate purchase intent among adults. For expansion ideas, we recommend widening the content funnel with a collection of short-form "one-bite reaction" clips, ASMR-style sound clips, food stylist interviews (sharing product manufacturing processes and tips), and a short interview with Lee Jung-jae (commenting on the product).
Conclusion
Burger King's "Quattro Pepper Cube Steak Whopper" commercial effectively combines visual, auditory, and emotional elements. The synergy of Lee Jung-jae's elegant performance, sophisticated food styling, and sound design effectively conveys the product's core value.