Park Ji-hoon's Redefinition of Standards, The Power of Giyoung Charcoal Chicken's 30 Seconds
There is one thing I hear most often while working on commercials.
“Aren’t all chicken commercials similar?”
To be honest, that is true. The crispy sound, the steam rising, and happy expressions. However, sometimes you encounter an ad that steps a step away from that formula to speak of the ‘standards of a brand.’ The Park Ji-hoon X Kiyoung’s Charcoal Chicken commercial I will introduce today is exactly that.
## Why Park Ji-hoon? The Intersection of Fandom and Franchise
Park Ji-hoon is a figure who started as a K-pop idol and has established himself as an actor. He possesses both the global fandom from his Wanna One days and a mature image as an actor.
Kiyoung’s Charcoal Chicken chose Park Ji-hoon not simply because of the fandom effect. The charcoal-grilled chicken menu is fundamentally different from fried chicken. It offers the aroma of direct flame, a substantial weight, and depth. Park Ji-hoon’s increasingly mature image overlaps with this.
What I felt on set was that a model is not merely a figure standing with a product, but an icon that encapsulates the character of the brand. In this advertisement, Park Ji-hoon appears not merely as a model, but as a "person who sets the standard."
## “Changing the Standard of Charcoal-Grilled Chicken,” The Power of Declarative Copy
The core sentence of the advertisement is clear.
“Changing the standard of charcoal-grilled chicken.”
This is not an explanation, but a declaration. There are no comparisons or embellishments. The word "standard" symbolizes the brand's confidence.
From an advertising professional's perspective, such copy requires taking risks. This is because it challenges the "standards for chicken" that consumers already hold. However, this advertisement chooses to take that challenge head-on.
Kiyoung Charcoal Chicken says not just that it is "delicious," but that it "sets the standard." It is a positioning strategy that elevates the brand to the next level.
## Visual Strategy, Capturing the Sensation of Direct Fire
This advertisement relentlessly showcases the texture of charcoal. Flames, smoke, and the grain of the surface grilled over direct fire. It is a visual style distinct from fried food.
Sound is also important. Instead of the sound of oil splattering, the sound of meat grilling over charcoal is emphasized.
What I realized while watching countless food commercials is that taste must ultimately be persuaded through ‘sound and light.’ This advertisement follows that formula precisely.
The scene where Park Ji-hoon takes a bite is not exaggerated. Instead, it concludes with a look of conviction. This restraint feels rather sophisticated.
## 30 Seconds of Density, Concise Composition
Nowadays, advertisements tend to become more chaotic the longer they get. However, this ad summarizes its message within 30 seconds.
Intro – Image of the charcoal fire
Mid-section – Park Ji-hoon’s appearance and copy
Final section – Product close-up and declaration
The structure is clear. There are no unnecessary scenes.
As an executive at an advertising agency, the principle I emphasize most is to “summarize the message into a single point.” This advertisement adhered precisely to that principle.
## Expansion Strategies of K-Stars and Local Brands
The reason global fans react to advertisements like this is simple. The moment a favorite star collaborates with a local Korean brand, that brand becomes global content.
Park Ji-hoon's fans do not consume this ad simply as a chicken commercial. They consume it as a piece of video content. Within it, they encounter Korean charcoal-grilled chicken culture.
The advertisement no longer remains within the local sphere. The moment a K-star appears, it steps onto the global stage.
## Conclusion from an Advertising Expert
Watching this ad, I felt this:
“This is not about frying; it is about attitude.”
Kiyoung Charcoal Chicken focused on the essence of charcoal grilling, and Park Ji-hoon became the face that speaks to that essence.
It is not flashy, nor does it exaggerate; instead, it speaks clearly:
“Changing the standards.”
This is quite a straightforward approach. And sometimes, the straightforward approach is the strongest.
If you are a global K-culture fan, I hope you experience the combination of Korean charcoal-grilled chicken culture and star marketing through this advertisement.
[Check out the official YouTube video]
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