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Jaewoo Joo | design thinking, new product development, behavioral economics
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Daily Archives: 2019-12-13

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Commercial Renewal Project: Apple AirPods (2019): “Share your magic”

Courses

“Stroll” as the commercial’s name might hint, portrays an Airpods user aloof in his own music, strolling along the street with rhythmic movements. This particular ad’s visual style is captured in a beautiful manner that gives off the impression of a film like quality. Although it may seem questionable to as why we chose this…

2019-12-13
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Commercial Renewal Project: Heinz Ketchup (2019): “To me, Heinz makes everything perfect”

Courses

Heinz Ketchup released a new commercial in June 2019, staring British sing-a-song writer star Edward Sheeran. Heinz Ketchup explains on their YouTube clip that he came up to them with his personal experience based on his infamous love for ketchup, so the company decided to make an ad based on his story. The ad starts…

2019-12-13
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Commercial Renewal Project: Samsung Galaxy Gear (2019): “Gear is here. Gear easier”

Courses

In the original advertisement, Samsung showed the features of the Galaxy Gear through the sequences that could happen in a ski resort. Rather than clearly explaining the features of the product, however, it made the Galaxy Gear an unlikeable product. We found 4 reasons why the original commercial has problems. First, it shows the person…

2019-12-13
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Commercial Renewal Project: FedEx (2019): “FedEx Tape”

Courses

In the original FedEx commercial (2019), a man walking in the woods tastes sap flowing from a maple tree and decides to make and sell syrup. The process of making syrup comes out and delivers the final product through FedEx each time. At first, it started in a shabby warehouse but at the end, he…

2019-12-13
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Professor Jaewoo Joo
Jaewoo Joo
designmarketinglab@gmail.com
Jaewoo teaches and writes in the areas of design thinking, new product development, and behavioral economics. He is an associate professor of marketing and participating professor of experience design at Kookmin University.
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