Dongwon Tuna Advertisement Selected as No.1 on the '2020 South Korea YouTube Ads Leaderboard'

Dongwon F&B's Dongwon Tuna commercial featuring Pengsoo and model Son Na-eun, titled "Open the Can! Once You Open the Can, It's the Great Tuna of Taste," released last year, was selected as the number one on the "2020 Korea YouTube Advertising Leaderboard."

[Asia Economy Reporter Seungjin Lee] Dongwon F&B announced on the 25th that the Dongwon Tuna advertisement featuring Pengsoo and model Son Na-eun, titled "Open the Can! When You Open the Can, It's the Taste of Great Tuna," which was released last year, was selected as the number one ad on the "2020 Korea YouTube Ads Leaderboard."

Google quantitatively evaluates YouTube ads based on views, total watch time, and audience retention time to select the top 10 outstanding ads by country each year. The Dongwon Tuna ad "Open the Can! When You Open the Can, It's the Taste of Great Tuna" ranked first among the 10 ads, being chosen as the most popular YouTube ad in Korea for 2020 by Google.

Following the 3rd place ranking of the "Ojo Oeokgae Taste of Great Tuna" ad featuring actor Jo Jung-suk and singer Son Na-eun on the "2019 Korea YouTube Ads Leaderboard," Dongwon F&B has maintained a top position on the YouTube Ads Leaderboard for two consecutive years, continuing successful marketing activities targeting the MZ generation.

The Dongwon Tuna ad "Open the Can! When You Open the Can, It's the Taste of Great Tuna," starring Pengsoo and Son Na-eun, showcased the addictive rhythm of the "Dongwon Tuna Song," gaining attention across various social networking services (SNS) and online communities. The ad surpassed 10 million views on YouTube within 20 days of release and achieved a cumulative 21.4 million views, ranking first in domestic ad views in 2020, marking a hit.

Dongwon Tuna cited effective storytelling as the key to the ad's success. Popular creator Pengsoo had previously released a parody video of the Dongwon Tuna ad on their YouTube channel, and Pengsoo’s fandom, the "Peng Club," petitioned for Pengsoo to be selected as the Dongwon Tuna ad model. Consequently, Dongwon F&B cast Pengsoo as the model and continued communication with fans through various content using this collaboration, which proved effective.

Additionally, by capturing the MZ generation's strong "fun-sumer" (consumers enthusiastic about fun products) tendencies, the ad was praised for making Dongwon Tuna's image youthful and entertaining. The catchy song and choreography reduced resistance to the ad while encouraging viewers to voluntarily seek out and enjoy the ad by utilizing "meme" elements (the act of reprocessing popular online content).

As a follow-up to "Open the Can! When You Open the Can, It's the Taste of Great Tuna," the ad featuring model Jung Dong-won titled "Jung Dong-won is the Ham Taste Champion," released in July last year, also ranked among the top 10 on the "2020 Q4 Korea YouTube Ads Leaderboard," continuing its success.

A Dongwon F&B official said, "The ad, created through direct communication with fans, received positive responses across various channels including YouTube," adding, "We will continue to present diverse marketing activities to give Dongwon Tuna a young and fresh image."