Behind the Scenes of the Subway Commercial: The Story Behind the Production of "Finally Raising the Shutter" with Do Kyung-soo
Brand Positioning and Core Message
Subway has always prioritized "freshness" and "respect for individual tastes." This spot, "Finally Raising the Shutter," is a campaign that goes beyond simply introducing the menu to highlight "new beginnings" and the "specialness of everyday life." The ad metaphorically expands on the moment of "shutter opening" when a store opens, delivering a message that celebrates the experience itself, where consumers choose and create their own. Actor Do Kyung-soo, with his friendly and trustworthy image, effortlessly embodies the brand's message of "small joys in everyday life" and "the joy of choosing their own meal."
The central message of the ad is, "Today, the meal I choose becomes special." It emotionally expresses Subway's customizable menu philosophy and emphasizes the experience of putting consumers in the center of their own lives. Through this, the brand reinforces its strategic positioning as offering a personalized food culture experience, not just fast food.
Concept and Storytelling
This 30-60 second spot combines an emotional narrative with everyday details. The opening begins with a scene of a city in the early morning, with a shutter briefly raised, visually heightening the sense of anticipation. The second half builds trust and intimacy through Doh Kyung-soo's small actions, such as organizing the store and greeting customers. The scene depicts the customer contemplating their order, demonstrating the joy of choice. The climax captures the process of a sandwich being finished and packaged, followed by a close-up shot of the customer taking a bite, conveying a sense of sensory satisfaction.
The storytelling emphasizes "small rituals." The act of raising the shutter is presented not as a simple opening, but as a "ceremony declaring the start of the day," encouraging consumers to celebrate everyday moments. Furthermore, the natural inclusion and accessibility of customers of various ages and lifestyles enhances inclusivity and accessibility.
Music and Sound Design
The soundtrack was a crucial element in setting the tone of the commercial. This commercial, based on a cheerful yet warm acoustic rhythm, begins with gentle guitar arpeggios and soft percussion, building anticipation. As it enters its second half, brush drums and string pads incite a heightened emotional response. In the final cut, the music pauses briefly, accentuating the sounds of sandwich making (slicing bread, crunching vegetables, and the sound of paper wrapping) to maximize sensory realism.
In terms of sound design, the opening's meaning was reinforced by the use of "shutter sounds" and "door openings" as key motifs. Furthermore, small conversations between customers ordering and natural noises from the cooking process were meticulously edited to create a seamless fusion of visuals and sound, enhancing the immersive experience.
Filming Locations and Location Selection
The locations effectively blended the feel of a real local store with a sophisticated urban studio. The exterior opening scene was set in an urban alleyway or a shopping district in a redevelopment area, visually emphasizing the concept of "fresh beginnings." The interior shots were filmed on a set that replicated the actual store's details (tiles, lighting, counter movement, etc.) to maintain a sense of realism. For ease of immersion, the camera work utilized a combination of a Steadicam and a slider for smooth, moving shots. Close-up macro shots emphasized the texture of the ingredients and the perfection of the food.
The time of day was also a key consideration. Soft boxes and large reflectors were used to recreate the soft, natural light of late morning. For exterior shots, specific times were chosen to minimize on-site noise, maximizing filming efficiency.
Costume and Styling Details
Do Kyung-soo's wardrobe embodies the concept of a "friendly, everyday professional." The store uniform, featuring a simple apron in the brand's colors, a neat shirt, and casual chinos, exudes a sense of trust without being overly formal. Hair and makeup, with natural skin and a well-groomed hairline, highlighted the actor's natural charm.
The costumes of the actors appearing as customers were designed to reflect a variety of age groups and occupations. The message of "a space for everyone" was visually reinforced through clothing representing different demographics—students, office workers, and parents. Props (paper bags, menus, mugs, etc.) aligned with the brand identity and tone, creating a unified feel.
On-Site Stories and NG Moments
D.O.'s professional attitude and sense of humor contributed to a smooth and seamless filming experience. In one take, while Doh was repeatedly raising the shutter, an unexpected bird noise entered the background, causing a NG. Doh naturally burst into laughter, easing the tension on set and fostering a stronger rapport with the staff. In another scene, a slight misalignment in the hand position of a menu hander required a reshoot, but quick coordination between the actors and staff quickly corrected the issue.
One minor anecdote involved a sticker on a package that was incorrectly placed, requiring several retakes. However, this mistake ultimately led to a more natural gesture being captured in the editing process. These on-site circumstances actually added a human touch to the final result.
Expected Ad Effects and Marketing Utilization Tips
This campaign focused not only on the freshness of the product itself, but also on conveying the brand's philosophy of "small celebrations in everyday life."
Introducing details like the texture of the ingredients and the sound of the packaging, along with captured images, can easily capture viewers' attention. Finally, providing promotional codes, store location links, and menu recommendations in the CTA section can help drive actual offline visits and conversions.