BravoCon Commercial After 10 Years: "Targeting MZ Generation with Unexpected Fun"

Cheil Worldwide Produces New Advertisement for Haitai Ice Cream's 'Bravo Cone'
Incorporates Action Noir Film Concept… Casts Actor Lee Byung-hun, Enhances Ad Immersion
Maintains CM Song and Heart Design… Evokes Nostalgia Among Middle-Aged and Older Generations

[Asia Economy Reporter Kim Yuri] Haitai Ice Cream's steady seller 'Bravo Cone' has launched a new advertisement after 10 years, targeting the MZ generation.

Cheil Worldwide, which produced the advertisement, stated on the 21st, "This ad adds a twist of fun to the action noir film concept to attract the interest and curiosity of the MZ generation. In particular, we cast Lee Byung-hun, a representative actor of the action noir genre, as the model to increase ad immersion."

Among the two ads, the first released titled 'Duel at Twelve O'clock' unfolds similarly to a car chase scene in an action movie. In a tense scene where the protagonist drives to meet someone, the CM song 'Meet at twelve, Bravo Cone' suddenly plays. The scene then shifts to the protagonist buying Bravo Cones for their nephew and friends, delivering a surprising twist. The follow-up ad, 'Noir,' is also expected to offer a unique entertainment experience.

This advertisement also features a modern arrangement of the 'Meet at twelve, Bravo Cone' CM song, which is considered part of Bravo Cone's heritage, and incorporates a heart-shaped design to evoke nostalgia among middle-aged and older consumers.

Lim Tae-jin, CD of Cheil Worldwide, said, "While maximizing the long-built brand assets, we cast actor Lee Byung-hun to strengthen synergy with an impactful big model. We aimed to approach consumers with content that combines serious acting and the model's quirky side, creating a twist of fun."

Meanwhile, Bravo Cone is the first cone ice cream launched in Korea in the 1970s. Haitai Ice Cream said, "We introduced this advertisement to revive the presence of Korea's representative ice cream after 10 years," adding, "Various events linked to the advertisement will also be held in the future."