Ive Winter, curious about the WHITE advertisement?
Hello, this is Korea advertising.
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1. Why did Winter, who used to hate summer, start to like summer?
The advertisement revolves around the moment of change when Winter begins to look at ‘summer’ in a new way. At first, Winter had a negative perception that “summer is hot, unpleasant, and makes me sweat, so I hate it,” but through meeting the WHITE brand, he discovers the joy of cool and refreshing summer.
This change is not a simple emotional change, but a device that symbolically shows the functionality of the products and brand philosophy provided by WHITE. In other words, it conveys the message that if you use WHITE products, you can have a comfortable and pleasant daily life even in the middle of summer.
Winter’s change creates a point of empathy that can be emotionally connected to consumers, and is effective in increasing the favorability and trustworthiness of the product.
2. STAY COOL, Summer becomes COOL with WHITE
This subtitle contains the core message of the advertisement. The phrase ‘STAY COOL’ goes beyond a simple cooling function and suggests that the attitude towards summer itself can change.
In the advertisement, Winter uses WHITE products to stay comfortable and cool both indoors and outdoors. This naturally shows how effective the essential summer functions provided by WHITE, such as cooling, ventilation, and moisture absorption and quick-drying, are.
In addition, ‘STAY COOL’ symbolizes trendy emotions and confidence. This expands the meaning that consumers who choose WHITE will have a stylish and cool lifestyle in the summer, beyond simply avoiding the heat.
3. Summer fashion completed with WHITE’s own technology
The advertisement is not simply a clothing brand promotion, but focuses on how WHITE has created ‘clothes you want to wear in the summer’ with its technology.
For example, the product in the advertisement has the following features:
Cool material makes you feel cool the moment it touches your skin
UV protection function protects your skin even under strong sunlight
Light and breathable, so it can be worn for long periods of time without discomfort
Elasticity and moisture absorption and quick-drying function make it suitable for active summers
These features are naturally conveyed through Winter's expressions and actions, as well as the short narration she speaks herself, emphasizing the product power of the WHITE brand.
4. Ive Winter, When the MZ generation's wannabe and the brand met
Winter, a member of Ive who was used as the model for the advertisement, is a trendy icon representing the MZ generation. Her sophisticated image and cool personality naturally blend in with WHITE's brand image, maximizing the advertising effect.
In particular, Winter was originally set as a person who did not like summer very much, but it is noteworthy that this image changes through WHITE. This narrative delivers a fresh message to not only Winter fans but also general consumers that ‘the perception of the season can change through the brand.’
Winter’s unique bright and chic atmosphere enhances the emotional value of the product, and at the same time stimulates the consumer desire to “I can also spend the summer cool and wonderfully like Winter.”
5. Emotional production and aesthetics of the advertisement
This advertisement highlights the image of ‘refreshing summer’ rather than the summer heat through sensory elements such as visual beauty, color, and music.
The blue sky, white clothes, and clean space used as the background intuitively remind us of the brand name ‘WHITE’, and convey an overall visual coolness. In addition, the soft music and Winter’s narration combine to create a soft and comfortable atmosphere, inducing emotional immersion.
It feels like a summer emotional essay rather than a simple advertisement, which further strengthens positive feelings about the product and the brand.
Conclusion: Summer and a new lifestyle delivered by WHITE
The [WHITE X WINTER] advertisement is a successful case of branding that satisfies both functionality and emotion through a narrative in which Winter, who used to hate summer, starts to like summer after spending time with WHITE.
This advertisement, which instills the perception that it is not simply ‘cool clothes’ but ‘a choice that allows you to enjoy summer in a new way’, also strongly connects with MZ generation consumers and is evaluated as an effective strategy for securing the WHITE brand’s leadership in the summer season.