Tiger's TV commercials are always colorful, bringing fun and excitement to viewers, true to the brand's spirit. These vibrant TV commercials, combined with distinctive music, make the footage fresh and emotionally resonant. Let's explore some of this famous beer brand's advertisements in the following article.
Listing some of the most outstanding and engaging Tiger TV commercials.
Each Tiger TV commercial has its own unique style, targeting a specific product segment or message. However, they all share a common stylistic value: bold, sophisticated, and powerful. Let's analyze five typical TV commercials below:
1. Tiger Crystal TVC – “Unleash Your Refreshment, Awaken Your Inner Strength”
This is a typical TV commercial for the Tiger Crystal product line, emphasizing extreme refreshment. The commercial uses cool tones (blue, silver) as the main color scheme, immediately evoking the cool, refreshing feeling of the product. Close-up shots focus on the condensation-covered Tiger Crystal beer bottle, with its golden beer and fine white foam, strongly stimulating the viewer's taste buds.
The footage is shot using a technique that alternates slow motion with fast-forwarding, creating a fast-paced, modern, and energetic visual rhythm. The background music is a catchy, fast-paced electronic track. The sound of the beer bottle popping is specially processed, resonant, sharp, and acts as a highlight, an sonic "boost," perfectly synchronized with the moment the character unleashes their energy.
The graphics in this TV commercial are used cleverly and subtly. The words "Unleash Your Refreshment" are designed with a strong, modern font, appearing in sync with the bass rhythm of the music. Exploding or shattering ice crystal effects are used when displaying the product, emphasizing the "Crystal" characteristic and the refreshing feeling.
The slogan "Tiger Crystal, unleash your refreshment, awaken your inner strength" is read quickly and forcefully, like a firm affirmation of the product's value. Tiger Crystal is not just beer; it's a catalyst to unleash your energy, "unleash" your refreshment, and thereby "awaken your inherent inner strength." It directly links the rational benefit (refreshment) with the emotional benefit (inner strength).
2. TVC – “Standing Shoulder to Shoulder, Roaring with Courage, Awakening Your Potential”
This TV commercial returns to the core value of the Tiger brand: "Courage," and adds the element of "teamwork." The TVC has a distinctly cinematic feel. The wide shots, using a nighttime urban setting with neon lights, create the sensation of a modern "forest." The imagery doesn't focus on a single individual, but rather on a group of "brothers" facing challenges together. The "tiger" symbol doesn't appear directly but is subtly incorporated through the determined gaze and steadfast stance of the characters.
The music is the most outstanding element; it's a majestic piece, with pounding drums and strings building to a climax. The dominant sound is the "roar" of a tiger, powerfully integrated not to intimidate, but to encourage and affirm strength. This roar harmonizes with the rise of collective "spirit."
The Tiger logo and slogan appear at the end, designed in bronze gold on a dark background, exuding elegance, strength, and depth. Combined with a deep, warm, yet authoritative male voice, with slow, deliberate pauses and confident enunciation, it creates weight for the message.
3. Tiger Soju TVC – “Slightly Bitter, Smoothly Sweet”
This is a completely different Tiger commercial, showcasing the brand's flexibility in launching a brand-new, trend-setting product line. The TVC uses bright, youthful colors (pastel, neon) reminiscent of K-Pop culture and the trendy nature of Soju. The unique aspect is the use of visual dialogue; when the character asks, "Why is it so bitter...?", the focus is on their grimacing expression. Upon drinking Tiger Soju, their expression shifts to surprise and delight.
Instead of traditional background music and voiceovers, the TV commercial uses a short, catchy rap/pop segment. The lyrics convey the product's message: "It just feels... bitter," "slightly bitter, but wearing white all day," and the chorus "slightly bitter, sweet and gentle." The sound is conversational, relatable, and very "viral."
The TV commercial's message is extremely direct, addressing a consumer "pain point" (especially for women or first-time drinkers): "beer tastes bitter." Tiger Soju positions itself as a stylish, trendy, easy-to-drink beverage, a perfect balance between the mild bitterness of beer and the smooth sweetness of soju.
4. Tiger Crystal TVC – “Throw a Refreshing Party”
Another TV commercial for Tiger Crystal, but this time focusing on the energy of the party. The TVC is extremely fast-paced, with shots cut and edited continuously, following the rhythm of the music. The visuals focus on the moment the beer bottle is "opened," and immediately afterward, the entire space seems to "explode." The lighting in the TVC uses stage lights and lasers, creating a feeling of extreme excitement.
The music is an extremely energetic Vinahouse/EDM track, with a powerful bass beat. The "frustrating" sound is mixed in like an instrument, a "kick" in the track, activating the music's explosive point. The cheers and applause of the crowd are incorporated, creating a festive atmosphere.
In terms of graphics, the words "START THE PARTY AND GET READY" appear, flashing in time with the music. Along with that, lighting effects and streaks of light are added to enhance the dynamism and energy of the party. The commercial features a voiceover in an energizing style, shouting: "Open a Tiger Crystal, get the ultimate refreshment!"
5. TVC – “When Feeling Refreshed, Anyone Can Unleash Their Passion”
This TV commercial bridges the gap between "refreshment" and "passion." Close-up shots show individuals immersed in their passion. There's a brief pause as they drink Tiger Crystal, and immediately afterward, their actions become more "explosive." The image of the cold beer bottle contrasts sharply with the "heat," the "burning" of passion.
The TV commercial's sound is inspiring, with a gradually increasing tempo, starting with a focused rhythm, and after the moment of drinking beer, the music "explodes" into a passionate, intense chorus. The "click" sound when opening the bottle is a transitional sound, shifting the emotional state. Combined with graphic effects that "visualize" passion, it directly links the refreshing feeling from the product with the exhilaration of creativity.
The TV commercial conveys the message that Tiger Crystal provides refreshment not only to cool down, but also to "refresh" the mind, overcome obstacles, and help you reach the peak of creativity and "unleash your passion".
Where did the success of the Tiger TV commercial come from?
Analyzing the five TV commercials above, it's clear that Tiger's success wasn't accidental. Behind it lies a carefully calculated and consistent branding and communication strategy. This success stems from the following five core elements:
- A consistent and inspiring message.
This is the "backbone" of all of Tiger's communication activities. The message "Awaken Your Inner Strength" is a global message yet incredibly relatable. It touches on everyone's deepest desire to overcome barriers, social prejudices, and personal fears in order to pursue their passions and assert themselves.
Every Tiger TV commercial revolves around "courage." Whether it's individual courage, collective courage, or the courage to "ignite passion" and "party hard," they cleverly incorporate this message into their videos even when launching new products. This consistency over decades has cemented Tiger Beer in consumers' minds as a symbol of bravery.
- Top-notch image quality
Tiger doesn't just "make commercials," they "make films." Each Tiger TVC receives significant investment, resulting in sharp video images and meticulously adjusted colors to match the brand's color scheme or campaign objectives. Furthermore, the special effects are spectacular, combined with stunning backdrops to create a polished, high-class TVC.
- Music guides emotions.
Sound is a secret weapon for Tiger TVCs. They understand that music is the shortest path to emotion, easily goes viral, is easily shared, and creates emotional energy that visuals cannot fully convey.
- Clear product segmentation
Tiger is very smart not to use one message for everything; instead, they have a clear strategy for each "trump card." This clear segmentation helps each Tiger TVC "hit the nail on the head" for each target customer group, maximizing campaign effectiveness.
Despite being a global brand, Tiger always knows how to "Vietnamize" its message. Their biggest success in Vietnam has been their Tet (Lunar New Year) campaigns. They didn't just rerun old ads, but created Tiger TV commercials specifically for Tet, such as "Breakthrough Spring Opening" (Tet 2021) or "Roaring New Year" (Tet 2022).
Tiger TV commercials are more than just advertisements; they are invaluable lessons in the art of branding. By perfectly combining a consistent core message, top-notch production quality, emotional music, intelligent segmentation strategy, and a deep understanding of local culture, Tiger has awakened the desires within millions of consumers. They don't sell beer; they sell a spirit, a lifestyle. And that's why every time a new Tiger TV commercial appears, we anticipate it, are captivated, and are inspired to roar our own roars.
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