Lotte Chilsung Beverage has selected comedian Lee Sun-min as the advertising model for the relaunch of its liquor brand, Captain Q, after an 11-year hiatus. The campaign aims to evoke nostalgia among middle-aged consumers while introducing the brand to younger audiences.
On October 16, Lotte Chilsung Beverage announced the launch of the new Captain Q advertising campaign featuring Lee Sun-min.
The ad, themed 'The Resurrection of a Legend,' pays homage to the Captain Q commercials from the 1980s. It incorporates narration and background music from the original ads, enhanced by Lee Sun-min's signature comedic performance.
The advertisement begins with the narration, 'The world of satisfying real liquor,' showcasing three friends enjoying Captain Q at home. Lee Sun-min portrays all three characters, each with distinct personalities. Lotte Chilsung Beverage plans to combine retro elements with humor to provide familiarity for existing consumers and a fresh experience for new ones.
Captain Q was a pioneer in popularizing domestic liquor in South Korea during the 1980s and 1990s. After being discontinued in 2015, it has made a comeback this October. The newly launched product contains 99% rum essence from the Caribbean, aged first in bourbon casks and then in PX sherry casks, resulting in a rich flavor and a sweet, smooth taste. It is available in a 360ml bottle with an alcohol content of 35%.
A representative from Lotte Chilsung Beverage stated, 'We planned this advertisement to introduce the brand to more consumers with the relaunch of Captain Q. We hope to convey the familiarity of the past ads along with the new interpretation of fun through Lee Sun-min's performance.'
* This article has been translated by AI.
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