The First Solo CF
As Deok-su pored over the scripts, his mouth dropped open in surprise.
Lee Hui-yeong reached out and gently took his hand.
“Hold on. You’re not planning to dive straight into the shoot, are you? You haven’t even shaken off Vibrant-ho’s character yet.”
Only then did Deok-su’s face relax back to normal.
The lines he used to shout when falling asleep in the car had been nothing serious.
But the unconscious outbursts—Vibrant-ho’s rough speech, his wide-legged strut, the twisted smile that flashed whenever he felt like it—showed he still hadn’t completely left that role behind.
“I’ll have time before the next project…” Deok-su murmured, voice calm and thoughtful.
“Once I immerse myself in another character, Vibrant-ho should fade away naturally…”
“Oppa!” Hui-yeong called out sharply.
Deok-su took an instinctive step back.
“Sorry for yelling,” Hui-yeong apologized, clearing her throat.
“But this can’t be how it is. You can’t ‘forget’ one character by becoming another.”
“Hui-yeong, it was just a supporting role…” Deok-su began.
“There’s no such thing as ‘supporting’ or ‘lead’ in immersion,” Hui-yeong cut in firmly.
“You know why actors need rest. I don’t want to drag you to the hospital for this.”
Acting was, after all, imitating someone else.
But actors had to make the imitation feel real.
Many performers had to visit hospitals simply because they couldn’t escape their characters.
Hui-yeong wanted to stop those tendencies before they started.
Deok-su’s enthusiasm was admirable, yet this was a line she could not cross.
“…All right.” Deok-su set the script down with obvious reluctance.
Hui-yeong bowed her head.
“I’m sorry for the strong words.”
“Strong? It’s because of me.” Deok-su smiled faintly.
From that day on, Deok-su personally rejected every incoming project.
Hui-yeong had suggested he let her handle the rejections herself, since many of the scripts were just offers, but he shook his head.
“Even if it’s just a trial, I only sent it because I thought I could handle the role.”
“I understand. When projects start flooding in, I’ll handle them myself.” Hui-yeong replied, though she felt the same pinch of disappointment.
For her, however, the immediate success of one or two works mattered less than Deok-su’s health and growth.
Deok-su didn’t simply waste time.
He opened his laptop and notebook, ready to study.
“CFs? This is the first time I’ve seen so many people in the ads. The vibe feels warm and lively.”
Instead of dramas or films, the screen filled with commercial spots.
These were the ads directed by Seok-hwan Lee, the director for his current project.
Hui-yeong listed them one by one.
“Seok-hwan Lee has a wide network in the music world. He’s especially close to composer Ha-moon…” Hui-yeong continued.
“I suspect this music was composed by Ha-moon.”
“He also works a lot with film composers. When I look at these ads, it seems he relies more on people than special effects…”
“I’ve heard Seok-hwan Lee doesn’t favor special effects. Instead, he excels at capturing fleeting human expressions… and he’s directed several works that carry social messages.”
“The ads also include public-service spots and health commercials. Even a vitamin supplement one…” Hui-yeong finished.
Everything about Seok-hwan Lee flowed naturally from her lips.
After Lee Gwang-yong’s lesson on the importance of information, she had quietly collected and memorized every industry professional’s background.
“Whoa…” Park Hyeon-woo, watching silently from the side, couldn’t help but open his mouth.
To him, his senior had become a walking industry encyclopedia.
“Tomorrow’s the pre-meeting, right?” Hui-yeong asked.
“Yes. I’ll go alone. Oppa—”
“No. The director is coming too, isn’t he? It’s better to meet before filming.
This is my first CF, and I’ll need more than just a reading.
I want to hear the intentions firsthand.”
Hui-yeong had already notified the advertising agency that Deok-su would attend the pre-meeting.
While she took business calls, Park Hyeon-woo approached cautiously.
“Hyung. From what I hear, CF shoots are actually pretty relaxed.
You’re preparing well, but… over-preparing might not be the best idea.”
“Over-preparing? Of course not.
It’s a work, after all—preparation is only natural.” Deok-su replied with a small laugh.
“Aah!” Park Hyeon-woo nodded enthusiastically.
The next day, Deok-su and Hui-yeong headed to Sangam-dong, home of the advertising agency, for the pre-meeting.
In the office waited CF director Seok-hwan Lee, advertising agency account executive Jeong-eun Gu, and Han-dong Pharmaceutical’s vice president Ho-taek Jeong.
“Seok-hwan Lee.”
“Gu Jeong-eun, Team Leader of TrueEffect AE.”
“Jeong Ho-taek, Marketing Manager at Han-dong Pharmaceutical.”
All three were seasoned advertising professionals.
Yet they were puzzled.
“Why…?” they wondered.
Even among themselves, opinions clashed.
When an idol actively pursued a role, the results were either spectacularly successful or disastrously failed.
Deok-su, who had no such experience, tilted his head while studying the storyboards.
“The camera just pops out right there…” Deok-su observed.
“Yes, Mr. Deok-su. Any issues?” Jeong-eun asked, smiling.
“I was just curious.
After the scene with the women grabbing their stomachs, the next part feels like a hero emerging in crisis…” Deok-su explained.
“A hero…? You’re right. It has that same feeling.” Jeong-eun nodded.
“What was it again? Oh, Milktruce and Monster Frat, right?
They had similar scenes there too.
I was wondering if the director had the same intention this time.” Deok-su continued.
Seok-hwan Lee was captivated by the unknown sensation that gripped him.
Idols were supposed to be so eager for CFs, yet once the payment arrived, they only wanted to wrap up and move on.
Lee had seen too many actors like that in both film and commercials.
Kim Deok-su’s preparation felt even more impressive.
“Constipation medicine seems embarrassing, doesn’t it?
Wait… Mr. Deok-su, have you watched all my CFs?” Seok-hwan asked, eyes widening.
“Not every single one, but most of them.
I wanted to understand how you would direct the feeling…” Deok-su replied sincerely.
Seok-hwan Lee was thrilled.
Few actors called commercials “works.”
Even top celebrities usually treated them as money-makers rather than art.
Yet something terrifying lurked beneath his excitement.
“Why is Kim Deok-su working so hard?
Wasn’t he hired just for the cheap fee?” he wondered.
“I don’t know. I’ve heard he’s changed lately… but no way.”
Both Jeong Ho-taek and Jeong-eun Gu stared in disbelief.
“This dance… expresses the feeling of relieving constipation, right?
Refreshing, like that?” Seok-hwan asked, half-joking.
“Exactly! In here, entering and exiting the bathroom feels completely different…” Deok-su grinned.
Before long, the two men were collaborating as if they had known each other for years.
Hui-yeong smiled knowingly, while the advertising staff exchanged shocked glances.
The same harmony carried into the actual shoot.
“Constipation ES Quin! Everyone…” the director called.
“Cut. Deok-su, your expression was great.
Make the movements bigger… like this.” Seok-hwan demonstrated by gripping his own large belly and spinning.
The set burst into laughter at the sight of the giant man clutching his stomach.
Deok-su, laughing along, absorbed the director’s vision and continued filming with growing confidence.
“Was Kim Deok-su always this hardworking?” one staff member whispered.
“It’s his first solo CF—why wouldn’t he try hard?” another replied.
“Who knows… but I’ve never seen an idol work this hard.”
Both Jeong-eun and the AD stared at Deok-su in astonishment.
Especially Jeong-eun, who had suggested Kim Deok-su as model to the client; her face shone with pride.
“Thank you for your hard work!”
The first solo CF shoot wrapped around eight o’clock that evening.
About a week later, Deok-su’s debut solo commercial for ES Quin began airing on all major networks and YouTube.
In the comments section that flooded in, netizens reacted with a storm of reactions.
Deok-su’s first CF had captured people’s attention in more ways than one.
An idol-turned-actor promoting a constipation medicine was already big news.
The rival company’s new product, Colacoten, had also launched with massive marketing, yet the ES Quin effect was enormous.
Sales of ES Quin doubled almost immediately after airing, proving the advertising impact.
Around the same time, the magazine “Sagim” featuring Deok-su as cover model also hit the stands.
“This month’s cover is a man. Get used to it.” The introductory phrase on the cover made Deok-su spit out his drink.
The center of the cover showed Vibrant-ho’s twisted expression, flashing that signature rotten grin while beckoning, “Come here.”
“Are they blaming me for the drop in sales?” Deok-su joked.
“No way. The editors are not idiots… Oppa worries too much sometimes.” Hui-yeong answered.
“First print sold out in two days! Second print in three… a man thriving in a men’s magazine?”
“Kim Deok-su’s success secret that even rival companies are nervous about?”
“The man who sold out men’s magazines. The man’s man?”
“L’Vyu sells out ‘Sagim’ cover magazine at bookstores one after another…”
The first print of Sagim sold out in three days, leading to a second reprint and even a third.
Despite being a men’s magazine, female readers had increased dramatically, driving the sales.
Success with drama, CF, and magazine created an enormous synergy.
Hui-yeong’s phone rang nonstop with invitation calls, and scripts poured in without pause.
“This trip… All right. I’ll check the schedule first… Aigoo, no.”
Many offers came in, yet Hui-yeong still hesitated.
The weight on her shoulders had grown heavier.
Deok-su had entrusted her with every schedule, making her even more cautious.
“Oppa. Can you handle variety shows?” Hui-yeong asked.
“Honestly… not really.” Deok-su shook his head.
He had no experience in variety shows, even if he knew the format.
Direct body use or personal skills for filling time were beyond him.
Hui-yeong nodded.
“Got it. I’ll try to focus on talk shows as much as possible.”
Several more days passed.
Thanks to rest and light schedules, Deok-su was finally shedding the weight of the Vibrant-ho character.
“Hello…” Hui-yeong greeted the tall woman entering the training room.
This was the model instructor, Oh Young-ji, personally hired after the Sagim photoshoot.
She also served as CEO of the modeling agency “Made.”
She adjusted Deok-su’s walking posture with precise claps and steps.
“One, two. One… When walking, try not to move your arms.
Mr. Deok-su, your upper body is so tense.
If arms stay still, the rest should flow naturally.”
This was the fourth lesson.
Modeling classes were surprisingly fun.
Adjusting awkward expressions for photos, learning basic poses and walking—everything felt rewarding.
Most importantly, the focus helped Deok-su detach from Vibrant-ho.
“You’re a naturally athletic person, aren’t you? Great left-right balance.
Your waist is perfectly straight…” Oh Young-ji praised.
“Thank you.” Deok-su replied politely.
“You’re welcome. It’s because Mr. Deok-su has been taking excellent care of himself.
Actors and models must maintain straight posture at all times…” Oh Young-ji laughed.
“Oh, I almost forgot. I mentioned it last week.”
Deok-su looked puzzled.
Oh Young-ji smiled brightly.
“How about this opportunity? Let’s walk the runway.
I’ll make the best of your visual too.”
The sudden offer left Deok-su’s eyes wide with astonishment.