Heo Kyung-hwan’s Humorous Quote, Subway “Oh! Isn’t this the taste!” Advertisement Analysis
1️⃣ Intro
Subway’s newly released full-version advertisement, “Oh! Isn’t this the taste!”, is a new campaign featuring comedian Heo Kyung-hwan as the model. Released in 2026, this video intuitively conveys Subway’s fresh taste by leveraging his distinctive Gyeongsang-do dialect and Heo Kyung-hwan’s cheerful energy.
Immediately after its release, the tagline spread online like a meme, garnering significant attention. The repetitive phrase, “Isn’t this the taste!” left a strong impression on consumers with its addictive rhythm. The most significant feature of this advertisement is that it went beyond simple product promotion and was consumed as a catchphrase.
2️⃣ About the Brand
Subway is a global sandwich franchise that originated in the United States and operates numerous stores worldwide. The brand’s core competitive advantage lies in its customizable sandwich system, which allows for the selection of fresh vegetables and various toppings.
The selection of Heo Kyung-hwan as a model appears to be a strategy to increase brand accessibility through his friendly and witty image. Heo Kyung-hwan enjoys high public favor due to his unique dialect humor and bright personality. He is the perfect person to express the "delicious and fresh enjoyment" emphasized by Subway in a more cheerful way.
3️⃣ Star’s Influence
Heo Kyung-hwan is a comedian who has entertained the public with laughter through variety shows and comedy stages for a long time. Recently, he has been demonstrating his presence in various fields by working not only in broadcasting but also as an entrepreneur.
Following the release of the commercial, reactions such as "The line keeps lingering in my mind" and "It's even funnier because it's Heo Kyung-hwan" continued on social media and online communities. In particular, short video clips were shared like memes, rapidly spreading awareness of the advertisement. For overseas fans, the distinctive accent of the Gyeongsang dialect came as a fresh surprise, sparking interest in Korean-style humor.
4️⃣ Video
You can view the official commercial video at the link below.
5️⃣ Analysis / Fan Reaction
The video unfolds with a bright and cheerful atmosphere, centering on Heo Kyung-hwan's facial expressions and dialogue. It is characterized by direction that focuses on the witty dialogue and character rather than exaggerated situational setups. The camera alternates between close-ups of the product and Heo Kyung-hwan's reactions, conveying an intuitive sense of satisfaction regarding the "taste."
The expression "Right away!" emphasizes an immediate reaction, while the line "Isn't this the taste!" reveals a confident sense of satisfaction. This serves as a device to playfully express Subway's confidence in its taste and freshness.
Overseas reactions included evaluations such as "Korean commercials have a strong sense of humor" and "The character-centered direction is impressive." In particular, opinions were also expressed that the unique intonation and rhythm of the Korean language add to the fun of the commercial.
6️⃣ Conclusion
Subway’s recent campaign featuring Heo Kyung-hwan is a case study that strongly imprinted a brand message by utilizing humor and repetitive copy. By intuitively conveying the core message of "delicious" without complex explanations, it created a memorable advertisement for consumers.
There is also anticipation regarding the possibility that Subway will launch follow-up campaigns linked to seasonal limited-edition menus or region-specific menus. This advertisement can be evaluated as a successful F&B marketing case that effectively combines the star's character with the brand identity.
