[KRUSH] What you need right now is a big carbonation rush, Karina

Hello, this is Korea advertising.

[KRUSH] is drawing attention for its sensuous marketing strategies that differentiate it from existing beverage brands. This spring 2025 season, [KRUSH] selected Karina, a member of the popular girl group Aespa, as a new model and launched an advertising campaign, drawing the attention of young consumers. Centered on the slogan "What You Need Now is a Carbonated Rush," the commercial makes a strong impression by capturing all of its coolness, energy, and charisma in a short running time of just 30 seconds.

The commercial begins with a scene where Karina appears with an exhausted expression against the backdrop of a gray city. The achromatic background and calm atmosphere symbolize the fatigue and repetition of daily life of modern people. Then, the mood changes suddenly as Karina takes a sip of [KRUSH]. The entire screen changes to a bright neon color, and an intense EDM beat begins with an effect of exploding carbonic acid.

At this moment, Karina races through the city with an expression as if she has gained new energy, making eye contact with various people and spreading the energy of carbonation to them as well. The people on the screen are gradually revitalized, and everyone dances together, forming a festival-like atmosphere in the city center. It's a short moment, but this ad sensibly conveys the message that "the coolness of carbonation is more than just a drink."

Karina's sophisticated visuals and trendy styling are also factors that increase the sense of immersion in the commercial. The street fashion and future-oriented makeup in black and silver tones also blend well with the brand's identity. Karina's chic yet intense look strongly supports the brand's message of "challenging and free youth" pursued by [KRUSH].

In the second half of the ad, with the narration, "Right now, all you need is KRUSH," it ends with "KRUSH" in large letters on the screen. This directly leaves an intuitive message to consumers: "Drink right now," and has a great effect on improving brand awareness.