[Gamachi Chicken New Menu] Lee Su-ji Ripped It! Analysis of the Hidden Details and Flavors in the "Chickster" Commercial
[Gamachi Chicken X Lee Su-ji] Chickster Edition (15s): A Perfect Collaboration of Crispy and Hilarious
There's a 15-second video that's been stealing the show on TV and YouTube recently. It's a commercial for "Chickster," a new menu item featuring Gamachi Chicken, famous for its slogan, "Chicken Raised on Sulfur," and Lee Su-ji, Korea's most stylish comedian.
"Huh? Gamachi Chicken is this trendy?"
This must have been the reaction of many who saw the ad. It reveals Gamachi Chicken's ambition to shed its old, savory, and friendly image and transform into a hip brand that appeals to even the MZ generation. Today, we'll delve into the brand strategy behind this short but powerful commercial, explore Lee Su-ji's modeling prowess, and explore the fascinating behind-the-scenes story behind the shoot.
1. Brand & Message: Beyond "Value for Money" to "Value for Money" and "Trends"
Gamachi Chicken has long focused on its core values of "reasonable price" and "healthy, home-raised chicken." However, as competition in the chicken market intensifies, it's necessary to target consumers seeking "fun" and "newness" beyond mere affordability and deliciousness.
The new menu item featured in this commercial, "Chickster," has an unusual name. The name, which sounds like a portmanteau of "chicken" and a hip word, emphasizes the premium taste and texture that sets it apart from existing menu items.
The commercial's core message is "The emergence of chicken of a different class."
Through Lee Su-ji's sly performance, the commercial conveys the message, "This isn't just chicken; it's a dish and entertainment." This short video captures Gamachi Tongdak's commitment to moving beyond its image as a neighborhood hangout and becoming a trendsetter for franchise chicken.
2. Reason for Selecting the Model: Why Lee Su-ji Now?
It's no exaggeration to say that 80% of this campaign's success lies with model Lee Su-ji. Recently, she's been enjoying a heyday, playing supporting characters across nationalities and genres on shows like "Saturday Night Live Korea," "MZ Shaman," and "Korean-American Jenny."
The reason Gamachi Tongdak chose Lee Su-ji is clear:
Friendliness and Likeability: Her image, beloved by people of all ages, aligns with Gamachi Tongdak's broad target audience.
Overwhelming Facial Expressions: The lifeblood of chicken advertising is the "mukbang." Instead of simply saying "delicious," Lee Su-ji expresses the ecstasy of the dish with her signature facial expressions, such as furrowed brows and rolling eyes. This is the most powerful weapon that stimulates viewers' salivary glands.
Unexpected Charm: Unlike her usual cheerful image, the sophisticated styling displayed in the ad brings a freshness to the brand. It perfectly fulfills the expectation that "if Lee Su-ji is advertising chicken, it must be fun and delicious."
3. Advertising Concept & Visuals: A Harmony of Retro and Modern
The concept of this "Chickster" ad is reminiscent of "New-tro" pop art.
Color Marketing: Gamachi Chicken's brand color, yellow, and the appetizing red are appropriately placed in the background and props. The vibrant primary colors of the background highlight Lee Su-ji's face and the chicken, creating a pop art-like effect.
Fast Cut Editing: To capture attention within a short 15 seconds, zoom-ins and zoom-outs, as well as rapid screen transitions, were used. This constant barrage of images follows the grammar of today's generation accustomed to short-form content.
Kitsch Sensibility: Rather than being overly serious and sophisticated, we utilized Lee Soo-ji's signature wit to create a slightly exaggerated and humorous presentation. This lowers the barrier to entry for the brand and enhances its intimacy.
4. Music (BGM) and Sound: ASMR with Crispness
In chicken commercials, hearing is as important as sight. This commercial also focused on sonic branding.
Upbeat Beat: The background music uses a cheerful, retro disco-style rhythm to aurally express the joy of eating chicken. The rhythm, which will have you bouncing your shoulders just by listening, remains addictive even after the commercial ends.
Sizzle Sound: The most important thing is the "crunch" sound. The moment Lee Soo-ji takes a bite of the chicken, the background music momentarily diminishes (audio ducking), and the crackling sound of the batter breaking is amplified. This ASMR effect is a decisive factor, making viewers want to call and place their order immediately.
5. Wardrobe & Styling: The Birth of the "Chicken Fairy"
Lee Su-ji's styling in the commercial wittily reinterprets the symbolism of Gamachi Chicken.
Clothes: The brand identity is captured through bright yellow outfits or gold/brown tones reminiscent of the crispiness of chicken. The look is not overly casual, yet still dynamic, showcasing the image of a "modern woman who enjoys delicious food."
Hair & Makeup: The minimalist, clean hairstyle and makeup accentuate the lips. Since lips are particularly prominent when eating chicken, the glossy lip makeup enhances the quality of the mukbang.
6. Filming Location & Behind-the-Scenes Story: A Scene Filled with Laughter
This commercial appears to have been filmed on a studio set, allowing the focus to be on the characters and the product rather than a specific location.
[Behind-the-Scenes Episode]
The filming set was reportedly filled with laughter. Lee Su-ji reportedly made the staff burst into laughter by ad-libbing even before the director signaled "cut."
Especially during the filming of the "Eat Cut" scene, she ate the chicken so deliciously that the food stylist had to keep frying the chicken. Her "real brow" wasn't acting, but a genuine reaction to the delicious taste of freshly fried Kamachi Chicken.
[Editor's Review & Recommendation]
The collaboration between Kamachi Chicken and Lee Su-ji was a stroke of genius.
This is because Lee Su-ji perfectly transformed the potentially outdated image of the chicken brand into a "cheerful, delicious, and trendy" one.
Choosing crispy-on-the-outside, juicy-on-the-inside chicken tonight?
Why not blow off some steam by munching on a whole chicken like Lee Su-ji did in the commercial? Her cheerful energy will surely resonate with you.
"Gamachi Chicken Chickster, you're my pick for late-night snack!"
This post is based on my personal analysis and opinions.
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