Lotteria's "Whole Leg Crispy Chicken Burger" (FULL) — Behind-the-Scenes Ad with Chil-Peum-Man & Fan Guide
Lotteria's full-length commercial for its new menu item, "Whole Leg Crispy Chicken Burger," created a buzz by combining the straightforward tagline, "The essence of chicken burgers, born from the savory moon," with the friendly personality of broadcaster Chil-Peum-Man. This post details the brand message and campaign intent, video production, background music and sound design, filming locations and sets, costumes, hair and makeup, NGs and behind-the-scenes anecdotes, and highlights for fans to enjoy. It's structured for Google Blogspot, so feel free to copy and use it as is.
Brand Positioning and Campaign Concept
Lotteria aimed to emphasize the "essence (essence) of taste" with this campaign. The name "Whole Leg" stimulates both visual and tactile expectations, while "Crispy" represents the core value centered on texture. The advertising copy, "The essence of chicken burgers, born from the moment of the chicken moon," avoids exaggeration or embellishment, opting for honest and intuitive expression to immediately engage consumers. The use of the calm man appears to be a strategic choice to convey the message of "the taste experienced by actual consumers" through a friendly and honest review-style reaction. The campaign is structured with social media reach, short-form clip production (reels and shorts), and user-generated content (UGC) in mind.
Video Direction and Storytelling
The ad follows a typical structure: first, a visual hook is delivered, then a resonance point is reinforced with a reaction. The opening features close-ups of the product—the texture of the golden batter, the sheen of the sauce, the volume of the chicken drumstick—to stimulate the viewer's appetite. This is followed by a "bite" scene, expression, and brief commentary from the calm man, emphasizing his "realistic reaction." While the editing tempo is generally fast, the "bite" scene likely utilizes slow motion to visually amplify the pleasure of the texture. The closing cut seamlessly connects to the product name, hashtag, and purchase prompt.
Background Music (BGM) and Sound Design
Sound is a key element in the commercial's emotional impact. This spot likely maintained a bright and adventurous tone, adding brass or electric guitar riffs to a lively, funky rhythm. The key takeaway is the use of Foley sounds. The "crunch" of the chicken, the "gloss" of sauce being poured, and the gentle pressure of the buns stimulate the viewer's taste buds. The directing, which intercuts the calm man's words with the sound of chewing, stands out, "proving the taste with sound." The music was likely mixed with a rhythm that quickly builds up and then lowers during the actor's reaction, emphasizing the actor's reactions.
Filming Location and Set Direction — Where Was It Filmed?
Due to the nature of food advertising, the main filming likely took place on a controlled studio set. Selecting a studio allows for precise lighting control of the food's color and texture, while maintaining consistent food styling. The set was likely designed with a "casual dining" or "comfortable home dining" concept. Warm lighting, wood-toned props, and simple table settings likely metaphorically conveyed the message of "premium chicken burgers enjoyed at home." If in-store locations were used in some way, this was likely used to reinforce the connection with the actual purchasing experience (e.g., through the delivery or pickup experience).
Clothes, Hair, and Makeup — Styling that Emphasizes the Calm Man's Character
Calm Man's wardrobe is centered around a casual, approachable look. Typically, these ads pair subdued-toned T-shirts and shirts with lightweight jackets or knitwear layers to create the image of a "comfortable neighborhood dining experience." Colors are chosen to avoid visually competing with the food, and props (such as hats and watches) are kept minimal, focusing attention on the face and expression. Hair and makeup are naturally retouched, likely with only skin tone correction and simple point makeup to ensure a clear and expressive image on camera. Calm Man's signature calm expression and subtle facial expressions are the core of the video, so the styling was likely designed to highlight him.
NGs During Filming and Behind-the-Scenes
The following NGs are common in food filming: adjusting the temperature to achieve crispiness in the chicken, or the props team having to immediately replace or correct the cheese or sauce if it loses its sheen. The timing of the bite, the intensity of the chewing sound, and the naturalness of the facial expressions all depend on the synergy between the actor, food stylist, and director, leading to frequent reshoots. Making-of footage likely includes scenes where Calm Man improvises during rehearsal, drawing laughter from the staff; the props team fine-tunes the placement of toppings for the final cut; and the food stylist lightly applies oil to the chicken to add a sheen. Fans will likely enjoy these NG moments, which showcase Calm Man's natural laughter, impromptu reactions, and the small moments that capture the atmosphere on set.
Marketing Interpretation and Expansion Strategy
This campaign is a classic strategy, combining the direct communication of the product's core values (texture and volume) with the credibility of an influencer-type reaction (Calm Man) to drive diffusion. Combining social media challenges (e.g., #ChickenMoon_OneBiteChallenge), fan reaction contests, and short-form re-edited clips (focusing on one-bite moments) can enhance the impact of the brand message. Furthermore, ASMR content, food stylist interviews, and making-of highlight videos utilizing the ad's sound elements can help drive additional traffic and increase brand credibility.
Conclusion
Lotteria's "Whole Leg Crispy Chicken Burger" ad is an effective digital spot, combining straightforward copy, compelling visuals, and the candid reactions of Calm Man.