[CHEFeCHANxAn Bo-hyun] Chef's taste, anytime, anywhere, advertising analysis

1. Advertisement Overview and Planning Intention

This 30-second advertisement is a video that emphasizes the joy of camping or picnicking outdoors in a car with nature, starring ‘CHEFeCHAN’ and actor Ahn Bo-hyun. The core message is “You can cook easily anytime, anywhere, in your car or outdoors,” and shows easy cooking and fresh taste at the same time through scenes where the inside of the car and the natural scenery outside are combined. The core of the plan is that modern people actively pursue a lifestyle that is integrated with nature by using instant food or simple recipes during moments of movement and rest. In addition, we wanted to convey the reliability and friendliness of the brand at the same time by naturally combining vehicles, camping supplies, and instant foods.

2. Main video composition and production method

This advertisement stands out for its fast editing and concise message delivery. The video begins with the vehicle stopping in an open space in nature. Inside the car, CHEFeCHAN is shown simply cooking, and at the same time, the natural scenery next to the car unfolds in the background. Ahn Bo-hyun gets out of the vehicle, and is naturally shown setting up charcoal or camping equipment in front of the car. After that, subtitles that emphasize ‘easy cooking’ and ‘instant food’ appear while showing the cooking process, highlighting the product’s features. The camera dynamically and vividly captures the moving scenes, cooking hands, and natural scenery with quick cut transitions. Finally, the video ends with a scene of people enjoying the completed dish with their family and friends in the car or at an outdoor table.

3. Core message and slogan

The core message of this advertisement is ‘Enjoy the chef’s cooking and delicious and easy cooking anywhere, in the car, or in nature. ’ The space of the vehicle and the natural environment are connected as one, conveying the confidence that you can easily make and eat a home-cooked meal while on the move or outdoors. The slogan, “The chef’s cooking, anytime, anywhere,” emphasizes both convenience and reliability, symbolizing that this product is the perfect choice for the lifestyle of modern people.

4. Filming and directing style

This advertisement appropriately utilizes drone filming, quick cuts, and close-up shots to create a dynamic and lively visual experience. It creates a vivid visual beauty by colorfully capturing natural scenery, vehicles, cooking hands, and eating scenes. It maximizes the use of natural light to enhance the warm and fresh atmosphere, and the cooking scenes are cut in detail to highlight the hands and process. This directing is effective in simultaneously conveying the feeling of instant cooking and leisure in nature even in busy daily life.

5. Brand message and conclusion

This 30-second commercial simultaneously conveys ‘convenience and nature-friendly lifestyle’, and establishes the brand’s image as a ‘easy cooking solution that you can trust and eat’. The vehicle and cooking environment are naturally combined, and it friendly conveys the message that you can experience the ‘taste of the chef’s cooking anytime, anywhere’, and emphasizes that it is a choice that makes driving and outdoor activities more enjoyable and easier for consumers.