McCrispy™ Mara (15's) Ad Behind the Scenes: Intense Flavor Production and Filming with U-KNOW
Brand Positioning and Core Message
McCrispy has consistently strengthened its identity as a brand with "crispyness" and "a new flavor that captivates Korea." This "Mara (15's)" campaign aggressively expands that identity, highlighting sensory elements like "intense aroma," "crispy texture," and "numbing sensation" to stimulate consumers' gustatory curiosity. The core message is simple: "Add intense stimulation to your daily life with one choice."
The ad centers on the brand's "new experience" and "sensory satisfaction," and U-KNOW's charisma and energy powerfully convey this message to viewers. This strategy aims to emotionally imprint the product's immediate experience (scent → texture → tingling sensation at the end) on consumers, solidifying its positioning as a "challenging and trendy flavor."
Advertising Concept and Production Intention
The concept of this spot is "sensory amplification." The video visually amplifies the moment the mala's aroma spreads, and recreates the rhythmic sensation created by its crunchy texture through editing and sound. U-KNOW embodies the emotional axes of "curiosity, challenge, and confidence," and the scene composition is designed to vicariously experience the product experience through his facial expressions and gestures.
The narrative is short and straightforward. The opening features U-KNOW approaching the product, and a close-up shot dramatically zooms in on the aroma spreading. The middle section emphasizes the "crispyness" through the speed of the crunchy texture and the transition between scenes. The finale humorously and engagingly portrays the lingering tingle, encouraging consumers to remember the experience. The colors and lighting visually support the "spiciness" and "heat" by utilizing vibrant reds and deep oranges.
Background Music and Sound Design
Music plays a key role in the ad's tempo and sensory delivery. This ad, based on an uptempo track combining strong beats and electronic elements, utilizes electronic drums and percussion to capture Mara's signature stimulating atmosphere. The low bass in the introduction suggests the "expanding of flavor," while the climax, with a drum break and crunchy sound effects, audibly embodies the pleasure of texture.
In terms of sound design, the most important element was the recording and editing of the "crunching sound." Using close-mic recordings of actual products, we captured the fatal "crunching" sound. This was repeated and amplified in rhythmic editing, creating an immersive experience for viewers, as if they were eating through sound. Furthermore, the "lingering tingle in the mouth" was expressed through subtle electronic sounds and reverb, stimulating the viewer's imagination.
Filming Locations and Location Selection
The filming location was a combination of a trendy downtown studio and an exterior location. The interior set was designed to be artificial yet stylish, harmonizing with the colors of the products. The exterior scenes utilized neon signs and alley graffiti to emphasize the vibrant flavors of street food. The nighttime shoot was particularly effective, visually highlighting the intense heat and intensity of the food through the contrast of neon colors and lighting.
The filming team put a lot of effort into the lighting setup. A warm-toned key light was used to express the heat, while backlighting and edge lighting accentuated U-KNOW's silhouette, creating a powerful presence. The camera work utilized a combination of a Steadicam and a slider, allowing for both flexible moving shots and quick cut transitions.
Costume and Styling Details
U-KNOW's styling was designed around the concept of "Modern Street X Signature Charisma." The overall look was created with a bold, urban feel, accentuated by black, red, and metallic tones. Leather jackets and logo-emblazoned T-shirts completed the look, creating a casual yet sophisticated look. Hair and makeup were designed to maintain the character's natural, yet slightly grooved appeal.
Props were carefully selected to complement the outfits. The packaging in hand, the seasoning bottle on the table, and the texture of the plate all served to visually complement the "crispy, intense, and addictive" feel of the scene. The stylist meticulously adjusted the placement of accessories and props, taking into account the color and tone of the products.
On-Site Stories and NG Moments
U-KNOW's professionalism shone through on set. In one scene, the mala seasoning was stronger than expected, and the actor's facial expression was unintentionally exaggerated. However, the director immediately adopted this natural reaction, resulting in a more authentic cut. Multiple live-action takes were required to emphasize the product's crispiness. Changes in sound and texture during retakes required rapid resets and product replacements.
Another episode involved an unexpected wind swaying neon decorations during an outdoor shoot, causing some filming delays. The production team effectively utilized this as an editing point to create a dynamic visual progression, and the team's collaboration ensured the filming schedule was completed without incident. The on-site atmosphere was reportedly harmonious, thanks to U-KNOW's humor and the staff's quick response.
Editing, Color, and VFX Points
The editing prioritized rhythm. Cuts were meticulously coordinated to ensure the crisp sounds and beats meshed perfectly, and the tempo was increased for the climax to maintain a sense of tension. The color grading, centered on red-orange tones, increased saturation to maximize the visual impact of the spiciness. Light grain and glow were applied to some scenes to metaphorically express the "heat."
VFX was primarily used to emphasize the diffusion of fragrances and the effect of heat. Smoke and fine particle effects were combined to create a visual metaphor of the fragrance spreading, and in close-ups, fine particles were overlaid to visually enhance the product's flavor.
Marketing Impact
This campaign is expected to significantly pique the curiosity of consumers in their teens and thirties by appealing to both the product's intensity and its trendiness. By incorporating short-form social media content and encouraging user-generated content (UGC) like "one-bite challenges" and "numbing reactions," the viral effect can be maximized.
Conclusion
In short, the "McCrispy™ Mara (15's)" ad visually and amplifies the intense aroma, crunchy texture, and tingling aftertaste, imprinting a powerful taste experience on consumers. U-KNOW's charisma, the production team's detailed direction, and meticulous sound design combine to create a sensational and memorable ad.