[Ad Analysis] TWS X Daekyo Summit: A Complete Analysis of the "The Moment Studying Becomes Cool" Star Run Campaign
Hello! Today, we're taking a deep dive into the full version of the "Star Run" campaign advertisement from [Daekyo Summit X TWS], a refreshing breath of fresh air in the education industry.
The youngest member of HYBE, who created a sensation upon their debut with "First Meetings Don't Go as Planned," and Pledis Entertainment's ambitious TWS, have garnered significant attention as their first educational brand advertisement. This isn't your typical boring study ad; it's more like watching a youth film or music video!
Let's take a closer look at what message Daekyo Summit wanted to convey to teenagers, and how the visuals and styling of the TWS members really shine.
🏫 1. Brand Message & Copy: A New Definition of Studying, "Coolness"
The core copy that runs through this advertisement is, without a doubt, "Isn't it cool to study when you're determined?"
While traditional study materials and academy advertisements emphasize results-oriented narratives and a sense of duty, such as "It'll improve your grades," "You'll get into good college," and "Your mom will love you," Daekyo Summit takes a completely different approach.
Proactive: It shifts the frame of studying from a "homework assignment" to "a wonderful act of determination and challenge."
Self-Esteem: It emphasizes how brilliant and impressive the image of oneself pursuing a goal is, stimulating teenagers' self-esteem.
This aligns perfectly with the "God-saeng" (diligent and exemplary) trend, popular among the MZ and Zalpha generations. The determined gaze and running movements of the TWS members motivate students to "immerse themselves in something as cool as they are." In other words, Daekyo Summit is positioned not as a simple learning tool, but as a "pacemaker that builds a wonderful self."
🏃♂️ 2. Concept: The Run of Youth, 'Star Run'
The title of the ad and campaign, 'Star Run,' carries ambiguous meanings.
Gamification: This refers to the actual ranking matches and competition system that take place within Daekyo Summit.
Running for Dreams: This visualizes the image of youth running towards becoming stars (dreams, goals, or entities like TWS).
In the video, the TWS members are never still. They constantly run, gaze, and encourage each other. This dynamism makes the static act of studying seem like a sport or a game.
In particular, the dreamlike visualization, which seems to alternate between "space" and "school," is interpreted as a metaphor for Daekyo Summit's AI technology, not simply a rigid algorithm, but a universe that infinitely expands one's potential. By showing the members on a wide track or in an open space rather than in front of a blackboard, it instills a sense of openness and freedom.
💎 3. Model Strategy: Why TWS?
Daegyo Summit's selection of TWS as their model was a brilliant move in terms of both "target suitability" and "image synchronization."
Boyhood: TWS's group identity is "Boyhood Pop." They possess raw innocence, refreshing energy, and the image of a man who can't help but remember his first love, just like you might encounter in a school hallway. This image is the most relatable and aspirational for elementary, middle, and high school students.
Growth Story: Their growth story, which saw them achieve first place immediately after their debut through tremendous practice and skill, perfectly embodies the educational brand's philosophy that hard work leads to results.
The Chemistry of 42 (Sai): The strong teamwork of the six members (Shinyu, Dohoon, Youngjae, Hanjin, Jihoon, and Kyungmin) naturally conveys the message, "Studying alone isn't a lonely endeavor, but a fun competition with friends through Summit."
👔 4. Clothing & Styling: Classic School Look and Sporty Style
The members' styling is what makes the commercial so enjoyable. This commercial features two main styles:
Classic Preppy Look:
Neat shirts, ties, knit vests, and school jackets are paired to create a "model student yet stylish senior" vibe. While reminiscent of real school uniforms, the fit and details highlight the TWS members' physiques. Accessories like glasses and backpacks add a touch of intellectual charm.
Sporty Athleisure Look:
In keeping with the dynamic "Star Run" concept, the group paired the outfits with varsity jackets, hoodies, and track pants. This visually demonstrates that studying isn't just about sitting at a desk, but about energizing the audience. This look, ideally suited for scenes of sweaty running, highlights the members' boyish charm.
The hair and makeup, too, were minimal and transparent, emphasizing the clear skin and vitality typical of teenagers, creating a positive and engaging experience for viewers.
🎥 5. Cinematography & Music: A Music Video-Like Advertisement
This advertisement achieved a high viewership of nearly 20 million views thanks to its sophisticated visuals that defy the typical commercial aesthetic.
Camera Work: The dynamic camera movement following the members' run, intercut with close-up shots of the members' faces, heightened the tension and immersion.
Color: Based on Daekyo Summit's brand colors of blue and white, the ad uses high-saturation colors that emphasize a sense of freshness, creating a clear and clean feeling. It's almost like an educational version of a Pocari Sweat commercial.
Background Music (BGM): The refreshing, beat-filled sound that runs throughout the ad evokes the spirit of TWS's debut song, making hearts race. The heart-pounding synthesizer sounds create a call to action: "Start now!"
📈 6. Marketing Implications: Becoming a Study Motivation Video
This ad goes beyond a simple product introduction and is being consumed as a form of "study motivation content."
YouTube comments often include comments like, "I'm going to study after watching this," "If TWS tells me to do it, I have to," and "I get that studying is cool." Rather than skipping the ad, they come to see it, interact with it through comments, and leave their own study resolutions. This is the combination of 'fandom marketing' and 'authenticity marketing' that Daekyo Summit is aiming for.
This campaign deserves high marks for going beyond simply listing product features and attempting to change the target consumer's "attitude."
📝 Conclusion: Cheer on your start, with TWS
[Daekyo Summit X TWS]'s "Star Run" ad conveys a warm and powerful message of encouragement: "You're much cooler when you study than you think."
Shinyu, Dohoon, Youngjae, Hanjin, Jihoon, and Kyungmin. Are you ready to respond to this refreshing invitation from these six boys? The moment you decide to sit down at your desk, you too can become a shining star like TWS.
This concludes today's ad analysis. Just like this campaign, which was filled with refreshing energy, we hope your day goes perfectly as planned!
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