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...

Park Bo-gum Shampoo Commercial Commentary: Doctor For Hair's Message and Style Points



Dr.FORHAIR x Park Bo-gum TEASER: "Shampoo is Docforhaiyo" — Brand Message and Behind-the-Scenes Story

Brand Introduction and Key Message

Dr.FORHAIR is a professional hair care brand that combines scientific evidence and user experience, focusing on scalp and hair health. The core tagline of this teaser campaign, "Shampoo is Docforhaiyo," goes beyond simple product recommendations to gently encourage consumers to "choose" proper scalp care in their daily lives. The brand values ​​"expertise," "trust," and "usability that integrates with everyday life," and through actor Park Bo-gum, the brand aimed to convey both naturalness and trustworthiness.

Concept and Production — Trust Built by Naturalness

The teaser was directed to establish the brand's tone through short, strong impressions rather than lengthy narratives. Scenes featuring Park Bo-gum focused on capturing everyday moments without exaggeration. A quiet morning bathroom scene, followed by a close-up of a woman wrapping her hair in a towel after a shower, subtly emphasizes the message of "professional care at home." The camera movements are fluid and calm, and the scene transitions are composed of short, rhythmic cuts, helping viewers quickly grasp the overall mood of the commercial.

Music and Sound Design — Focus in Calmness

The background music, based on minimal piano or acoustic tones, encourages calm concentration without overly emotional agitation. The sound effects emphasize ASMR elements like the sound of water, the soft richness of shampoo foam, and the sound of hands stroking hair, audibly conveying the texture and experience of using the product. Given the nature of teasers, the music plays a crucial role in setting the overall mood and helps to make the final sentence (brand copy) more memorable.

Filming Locations and Features — The Power of a Friendly Space

The filming locations were selected as either stylish bathroom sets with a home setting or spaces reminiscent of actual bathrooms in homes. The clean and organized interior, the window sill bathed in soft natural light, and the combination of wood and white accentuate the product's professionalism and "everyday usability." Despite being a teaser, the depth of the space was enhanced through various angles and lighting experiments, highlighting Park Bo-gum's natural movements.

Costume and Styling — Minimal Sophistication

The costumes were limited to comfortable loungewear or simple-toned tops, designed to focus the viewer's attention on the actor's face, hand movements, and hair. Colors in beige, ivory, and soft gray create a calming, warm atmosphere. Excessive accessories were avoided to enhance the immersive experience of "actual use." Hair styles were also subtly shown, alternating between naturally dried and damp, subtly showing the product's transformation before and after use.

Behind-the-scenes Stories from the Filming

Despite its short running time, TEASER is packed with meticulous details, and the director and styling team reportedly had to adjust various props and lighting settings on the spot during filming. Park Bo-gum naturally embodied subtle facial expressions and hand gestures throughout the various cuts, gently igniting the "on-set energy" among the staff. A brief moment of unintentional laughter in one take was also captured in the editing process, adding to the friendly tone of the teaser.

Marketing Points and Target Insights

This teaser primarily targets young adults (20s to 40s), particularly those interested in self-care and those who value professionalism when choosing shampoo. Short teaser-style content is optimized for social media (Instagram Reels, YouTube Shorts, etc.), making it easy to re-watch and consume. Furthermore, the catchy phrase "Shampoo is Docforhaiyo" lends itself well to user-engaged content expansion through hashtag campaigns (#Shampoo is Docforhaiyo).

Conclusion — Dr.FORHAIR, the Everyday Expert

Despite its short length, Dr.FORHAIR successfully conveys the brand's expertise and everyday relevance. Park Bo-gum's natural image, meticulous directing, and soothing sound design combine to instill trust in consumers, and are likely to establish the message, "Shampoo is Docforhaiyo," as an everyday choice.

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