KstarAD

I feel that few genres are as emotionally sensitive as coffee commercials. Function is almost non-existent. Even explaining the taste has its limits. Ultimately, what remains is the "mood." The Maxim Mocha Gold 30-second commercial I will discuss today, "The Soul Knows This Happiness," directly touches upon that very realm of emotion. And at the center of it all is actress Park Bo-young. ## Why Park Bo-young? The Face of "Stability" Park Bo-young is an actress who has maintained unwavering likeability for a long time. Her image is not exaggerated, bright but not flashy. In particular, her face best suits the word "comfort." Maxim Mocha Gold is the most popular coffee brand in Korea. It is a brand that has chosen familiarity over flashiness and stability over novelty. Park Bo-young's image overlaps precisely with that sentiment. From the perspective of an advertising planner, this is a very typical and safe choice. However, just because it is ...

Having worked in advertising for decades, I have always felt that oral care ads lose their persuasiveness the more they explain. Functions are complex, and numbers feel dry. However, this Listerine X ENHYPEN campaign has reinterpreted that formula differently. It conveys the message, “Up to the 75% that a toothbrush can’t reach!” through the energy of an idol group’s performance. Even for an advertising executive in their 50s like myself, this ad was quite impressive. I believe it is a sufficiently interesting case study for global K-pop fans as well. ## Why ENHYPEN? Translating Performance into Function ENHYPEN is a 4th-generation boy group with a global fandom. Their strengths lie in synchronized choreography, intense beats, and collective performance. Listerine has long maintained an image of “powerful oral hygiene.” However, this campaign does not simply claim to be “strong.” Instead, it emphasizes the concept of “reaching the unreachable.” From an advertising planner’s perspective...

Having worked in advertising for decades, I have always felt that the fragrance and beauty categories are ultimately a "battle of images." Functions differ almost indistinguishably, and ingredients are similar. What remains is the mood and the memory. The BOUQUET GARNI with KIM CHAEWON brand film I will discuss today is a project that accurately understands this point. Placing Kim Chaewon of LE SSERAFIM front and center, this campaign is less of a simple product advertisement and more of a project that aligns the essence of the person with the fragrance. As an advertising professional, this combination is quite intriguing. ## Why Kim Chaewon? Utilizing ‘Gentle Charisma’ As the leader of LE SSERAFIM, Kim Chaewon is a member who possesses a uniquely soft and calm image even within the team's strong concept. She is intense on stage, but displays a clear and delicate atmosphere in her everyday life. The name BOUQUET GARNI itself means a bouquet of flowers. Bouquet, fragrance,...

Having worked in advertising for decades, brokerage advertising has always been a sensitive area. Talking about returns feels burdensome, and talking about risk feels heavy. Consequently, most financial advertisements focus on trust and stability. However, Kiwoom Securities’ recent 15-second commercial, “No time to explain, ride to number one! Ride with Kiwoom!”, has taken a completely different direction. By featuring actor Yoo Hae-jin as the model, it interprets financial advertising through the language of “speed.” From an advertising professional’s perspective, this is quite an interesting attempt. ## Why Yoo Hae-jin? A Balance of Trust and Approachability Yoo Hae-jin is a rare type of star in Korea. He is not flashy, yet he inspires trust. He has humor, but he is not frivolous. The most important asset in securities advertising is trust. Yoo Hae-jin naturally inspires trust without resorting to an exaggerated professional image. What I have learned over 30 years in the advertising...

Having worked in advertising for decades, hair care is one of the categories that has changed the most. While in the past, results-oriented messages such as "shine" and "softness" were everything, now the focus has shifted to "scalp" and "routine." The "ALL DAY Scalp Purification Project" by Yves Rocher X All Day Project, which I will introduce today, is a campaign that accurately captures this very shift. The model is "All Day Project." It is a structure where the team name and the campaign concept naturally align. As an advertising planner, this sense of naming alignment is a point that cannot be overlooked. ## Why All Day Project? The Perfect Connection Between Name and Concept The name "All Day Project" itself almost explains the message of this campaign. All day long, "All Day." It intuitively connects to the keyword "scalp purification." From a brand's perspective, it is rare for a model...

Having worked in advertising for decades, I have always felt that beauty advertising is ultimately a battle of "worldviews." The era of simply showcasing products is over. Especially for global brands, it is not about creating a product, but creating a "universe." The HERA Black Cushion Universe Full Film is the pinnacle of that strategy. The model is Felix from Stray Kids. This combination is not merely an idol collaboration; it is closer to a project where the brand and the artist share a mutual worldview. ## Why Felix? An Icon Without Boundaries Felix is ​​a member of Stray Kids and an artist who has secured a global fandom through his deep vocal tone and unrivaled visuals. In particular, his deep baritone voice, sharp image, and styling that transcends gender boundaries make him a symbolic figure who breaks the mold of traditional male beauty advertising. HERA is a brand that has long championed "Seoul Beauty." It has emphasized a sophisticated and urb...

1️⃣ Intro The ‘UM Burger & Wings X Song Kang’ teaser video (15 seconds) is a new advertising campaign for the brand featuring actor Song Kang as its model. Released in 2024, this teaser garnered attention online immediately after its release due to its intense atmosphere and Song Kang’s presence, despite its short running time. In particular, it greatly stimulated fans' anticipation as a teaser video that foreshadowed the release of the full version. It sparked curiosity about what kind of synergy Song Kang’s signature sophisticated and urban image would create when combined with a fast-food brand, leading to rapid sharing on social media. 2️⃣ About the Brand UM Burger & Wings is a casual food brand centered on burgers and chicken wings. Targeting young consumers, it emphasizes trendy menus and a stylish brand image. Characterized by striking visuals and an intuitive menu structure, the brand has recently been expanding its awareness through star marketing. The selection of...