Vital Plant Roll Pan X Lee Joon-hyuk CF ON-AIR — Brand and Core Message
Brand Positioning and Campaign Purpose
Vital Plant is a kitchenware brand that emphasizes "healthy cooking" and "safe use" as its core values. The roll pan product line emphasizes reducing oil splatter and ensuring convenience and hygiene in baking, grilling, and rolling. This commercial goes beyond simply promoting product features, positioning the roll pan as a "tool that makes everyday life healthier and simpler." Actor Lee Joon-hyuk, with his gentle yet trustworthy image, was chosen to convey both the "friendliness of a home chef" and the "reliability of product use."
The core message is clear: "Reduce the hassle of cooking, make a healthy meal easy." The campaign conveys the practicality and safety of the roll pan, along with the small pleasures of everyday life. The commercial combines the product's functional benefits (reduced oil splatter, ease of cleaning, and even heat distribution) with the emotional value of the "user experience" to drive consumer behavior.
Target Audience and Expected Effects
The primary target audience is housewives, singles, and office workers with a cooking hobby in their 20s and 40s, a demographic that values both practicality and design. The ad employs a strategy of driving search-based purchase conversions while simultaneously strengthening brand awareness. Specifically, it is designed to connect with product "in-use" videos on blogs, social media, and YouTube videos, creating experiential content.
Concept and Storytelling
Advertising Concept — "A Small Professional in Ordinary Moments"
This commercial centers around the concept that "anyone can become a chef in their everyday lives." Lee Jun-hyuk is portrayed not as a professional chef, but as a person who diligently cooks in their everyday lives, making the process of using the roll pan seem like a "small ritual." Rather than dramatic scenes of shutters being raised and lights turned on, the commercial emphasizes the product's familiarity and practicality through natural morning and evening cooking scenes.
Narrative Structure
Advertisements are typically structured in three parts. First, "Preparation and Hesitation"—showcasing the simple concerns of opening the refrigerator door and selecting ingredients, building empathy. Second, "Try and Discovery"—showcasing the pan's functionality in action through actual cooking scenes. Third, "Sharing and Satisfaction"—building an emotional climax through scenes of sharing the finished dish with family or friends. This structure balances the product's functional explanation with emotional resonance.
Music and Sound Design
Soundtrack Selection and Emotional Line
Music is a key element in determining the mood of an advertisement, and this commercial selected a warm and upbeat acoustic-based track. The introduction establishes a casual atmosphere with gentle guitar arpeggios and soft percussion. As the cooking scene begins, the rhythm subtly builds anticipation. The final, finishing touch scene conveys a sense of satisfaction with a bright, uplifting melody.
Sound Design Details
The sound design emphasizes cooking sounds to enhance realism. Sounds like bread toasting, oil sizzling, and vegetables chopping were captured through high-quality field recordings and placed in the editing stage after appropriate volume adjustments and EQ. In particular, the subtle sounds of the pan's surface and the sound of rinsing with water were used to metaphorically convey the product's physical properties (ease of cleaning, durability).
Filming Location and Location Selection
Location Concept
The filming location was a combination of a studio set with a "modern, warm kitchen" concept and an actual home. The studio set allowed for flexible lighting and camera movement, making it ideal for capturing detailed shots of the product (such as the pan's grooves, roll function, and coating texture). The home location was chosen to enhance viewer empathy, and natural lighting and real-life details (table props, wall decorations, etc.) enhanced the sense of realism.
Filming Techniques and Visual Direction
The cinematographer utilized slow motion and macro lenses to emphasize the texture and movement of the cooking process. Close-up shots of ingredients rolling on the pan, scenes where oil doesn't splatter, and scenes where food cooks evenly were used to enhance visual enjoyment. Warm tones were used as the base lighting, with strategically placed highlights to highlight the metallic texture of the products.
Costume and Styling Details
Main Costume Concept
Lee Jun-hyuk's costumes were centered around the concept of a "comfortable home chef." A simple apron was paired with a basic checked shirt or cotton T-shirt, creating a balance between everyday life and professionalism. Warm, soothing colors like beige, camel, and navy harmonized with the overall mood of the video.
Props and Styling Points
Kitchen props, such as vintage wooden cutting boards and ceramic bowls, were used to create a realistic feel. Packaging props featuring the brand logo were placed naturally without overexposure. Details like the gloves, kitchen towels, and plate colors were carefully selected to harmonize with the overall look and brand image.
On-set Episodes and NG Moments
On-set Atmosphere and Actors' Leading Role
Lee Jun-hyuk displayed a very calm and professional demeanor on set, gently leading the atmosphere with small improvisations. In one cut, multiple attempts were made to achieve a more natural expression on the food's finished expression, and the actor's delicate facial expressions shone through, reflecting the final cut.
NGs and Happenings
During filming, props often reacted differently than intended. For example, ingredients in a pan cooked faster than expected and burned, necessitating a quick reshoot. In an outdoor scene, a sudden gust of wind caused props to sway, requiring multiple retakes. In one case, a reflection on the surface of a pan was unintentionally captured on camera, requiring correction. However, the filming team resolved the issue with lighting angles and editing, resulting in a natural-looking result.
Marketing Impact and Blog Utilization Tips
Expected Effects
This commercial aims to simultaneously convey the product's functional excellence and reinforce the brand's emotional appeal. In particular, the combination of the realistic cooking scenes and the actor's trustworthy image is expected to contribute to increasing brand loyalty. In the short term, this can lead to increased searches and purchase conversions, while in the medium to long term, it can lead to increased brand awareness and repeat purchases.
Conclusion
In summary, the Vital Plant Roll Pan CF is a campaign that combines an emotional concept with functional persuasion, centered around the message of "upgrading the everyday cooking experience." Lee Jun-hyuk's friendly and trustworthy image, meticulous sound design, realistic location selection, and realistic styling all combine to simultaneously drive consumer empathy and conversion.