[펀펀한 광고이야기] Beer advertisement without ‘Kya~’

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진행중
예능에 나온 정치인, 어떻게 생각하나요?

(~01/20 종료)

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진행중
도쿄올림픽에 대한 당신의 생각은?

(~2021-08-06 23:59:00 종료)

fnSURVEY

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모아시스 이벤트

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파이낸셜뉴스 채널구독이벤트

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파이낸셜뉴스 채널구독이벤트

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[펀펀한 광고이야기]  Beer advertisement without 'Kya~'

Jeju Beer DIVE INTO DIVERSITY advertisement video

[파이낸셜뉴스] Advertising is a world where creativity beyond imagination is demonstrated. But it is also a world of fierce competition. Of the many advertisements, only a few are memorable. The battle to create content that captivates people’s hearts unfolds every moment. It also costs a lot of money to manufacture. In a structure that reflects economic logic, verified contents and methods are often used.

This is the background to the birth of stereotypes and unwritten rules in advertisements. Typical examples include a chicken advertisement with a model holding a tasty chicken leg, a cosmetic advertisement boasting bright lighting and effects, and a beer advertisement exclaiming ‘Kya’ with exclamation.

Advertisements that deviate from the typical frame continue. Recently, ‘DIVE INTO DIVERSITY’, an advertisement video introduced by Jeju Beer, a domestic draft beer brand, drew attention. This is because there is no scene where the model, often seen in beer commercials, exclaims exclamation. Instead of putting a famous model first, we produced an animation with three representative products as the main characters.

Colorful colors and three-dimensional movements were used to symbolically express the brand worldview. The three products, the main characters of the advertisement, appear one after the other, adding fantasy elements to the motifs of the sea of ​​Jeju, Gotjawal, and the summer night sky. The exquisite transitions and sound effects make the flow of the story interesting without the need for dialogue.

As this is the first TV commercial for Jeju Beer since the brand was launched in 2017, it is also compatible with the brand identity. Jeju Beer is based on the brand philosophy of ‘Let’s create a new beer gourmet culture’. As it is changing the domestic beer market by introducing various products and activities, it is expected to show new attempts in advertisements.

[펀펀한 광고이야기]  Beer advertisement without 'Kya~'

Orion Kwasak Chip Unboxed Sing Video

Orion’s recently introduced ‘Unboxing Sing (unboxing)’ is also a campaign that is becoming a hot topic as a new attempt. ‘Unboxing’ is a compound word of ‘unboxing’, which means opening and reviewing new products, and ‘sing’, which means to sing.

Orion Kwasak Chips is a music video about what happens when a former special forces rapper is entrusted with a cookie review. ‘Marvel J (real name Jeong Tae-gyun)’, a rapper from the special forces who became a hot topic after participating in the military survival program Steel Corps, will appear.

Unlike the existing videos that review products, Unboxing was produced with the focus on breaking stereotypes at the boundary between advertisement and content. Kwasak Chip’s product features are naturally incorporated into the content.

Kwasak chips are very thinly sliced ​​deep-fried potatoes, and the shape is not uniform. The characteristic that changed preconceived notions about the shape of potato chips was also incorporated into the advertisement.

In order to target the MZ generation, people born in the 1990s participated in the content planning and production stage, and the fact that Marvel J wrote the lyrics and told his own story and unraveled the characteristics of the product as a metaphor also led to a positive response from consumers. is the point

[email protected] Reporter Jo Ji-min







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