A 2-Minute Film Created by Kickflip and Lotte Duty Free: How to Translate the Excitement of Travel into Music
I am an advertising professional in my 50s who gets excited about new trends. There is only one reason why I started this blog. I wanted to share, from an expert's perspective, how Korean advertisements go beyond simple commercial videos to capture the essence of K-culture, which fans around the world are enthusiastic about. The video I will analyze today is "Shall We Listen Together?", featuring the collaboration between LOTTE DUTY FREE and the rookie boy group KickFlip.
Search Intent and Needs Analyzed by an Advertising Expert
The intentions of customers who type "LOTTE DUTY FREE KickFlip" or "Shall We Listen Together?" into the YouTube search bar are very clear. The first is the strong fandom spirit. As evidenced by comments like "OT7 (all 7 members) are so pretty" and "K-Ju is really cool," the primary need is to own and enjoy high-quality videos of their favorite artists.
The second is an extension of the excitement of anticipating a trip. While duty-free advertisements usually emphasize benefits and shopping, those searching for this video desire the unique temperature and mood that the act of traveling provides. It is not simply about finding information on how to buy things cheaply; it is a situation where people want to vicariously experience the unique tension and joy felt at the airport before departing for a travel destination, through the artistic sensibility of an artist.
From the perspective of an advertising professional, Lotte Duty Free has succeeded in transforming the purposeful search for shopping into an emotional search for travel.
Cinematic Direction and Cinematic Branding That Breaks the Boundaries of Advertising
The most striking reaction among the YouTube comments is, "They went this far? It’s like a movie." Having worked in advertising for over 30 years, what I have always emphasized is the difference in visual quality. This video completely rejects the conventions of typical duty-free advertisements. Instead of a flashy display of products, it captures scenes of the seven members listening to music and savoring moments of their journey in their respective spaces, using cinematic mise-en-scène.
In particular, the camera work capturing Donghyun's profile and Juwan's visuals is the work of a director who knows exactly what fans are passionate about. As an advertising executive, the reason I highly value such high-efficiency directing is that viewers press the skip button the moment they perceive a video as an advertisement. However, this video demonstrates the power of content that compels viewers to seek out the ad and subscribe to the channel.
đ§ Shall We Listen Together? The Art of Empathy Where Hearing and Sight Meet
"Shall We Listen Together?", the title and core concept of this ad, is a very clever psychological device. Presented alongside a headphone icon, this phrase creates an intimate bond between the viewer and the artist. Music listened to while traveling dominates the memories of that moment. Lotte Duty Free curates these travel moments through Kickflip's voice and music.
Comments such as "I really like the Ads, it has an elegant atmosphere" signify the success of this sound branding. By choosing a quiet and elegant atmosphere—like listening to music with an artist—instead of loud discount information, Lotte Duty Free has preempted a luxurious image that other duty-free brands lack. Even as someone in my 50s, I find the tone and manner of this video to be the epitome of sophistication.
Changes in Duty-Free Brand Loyalty Created by K-Pop Stars
I constantly study why global fans are so enthusiastic about advertisements for Korean duty-free shops. The answer lies in the trust and admiration that the artists inspire. Comments like, "From now on, it's Lotte for duty-free shopping!" or "Ah... with this, I have no choice but to go to Lotte," demonstrate a shift in actual consumer power that goes beyond mere fan sentiment.
Praise posted in languages around the world, including Russian, Spanish, and English, proves that the global icon Kickflip is the messenger that conveys the Lotte Duty Free brand to fans worldwide in the most approachable way.
To overseas fans, Lotte Duty Free is no longer perceived simply as a Korean shopping mall, but as a special space where their favorite stars talk about the excitement of travel. This is a prime example of how a model's influence transcends borders to lead to brand loyalty.
An Advertising Expert's Conclusion: A Clever Plan to Raise the Temperature of Travel
Having survived in the advertising industry for over 30 years, I have realized that what ultimately moves people's hearts is not numbers, but emotion. The Lotte Duty Free X Kickflip campaign perfectly packaged the cold business of shopping with the warm sentiment of travel.
As an advertising executive in my 50s, I am also deeply inspired by seeing fans around the world—the same age as my own daughters or sons—watching this video, dreaming of traveling to Korea, and looking forward to shopping at Lotte Duty Free. Just like the clear eyes and elegant atmosphere of the Kickflip members, I hope your next trip will also be remembered as a shining moment with Lotte Duty Free. I hope you all get to experience the thrill this short video delivers.
[Check out the official YouTube video]
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