How to cook BigBon Tien Shan RAMEN? - Ad Analysis

This ad from BigBon is a smart piece of strategic communication disguised as short-form surrealist cinema. The brand faced a classic marketing problem: how to signal that its 'Tien Shan' product line is different and more premium than its standard instant noodles, and that it requires a different behavior from the consumer to unlock that premium quality. The solution is not a dry, functional 'how-to' video, but the creation of an entire narrative universe around a single, simple instruction: 'cook it in a pot.'

The core insight is that even with convenience food, people enjoy feeling like they are treating themselves. The small extra effort of cooking versus just soaking transforms the meal from a low-effort snack into a minor culinary event. The ad leans into this by creating a character, 'Mr. How To Cook,' who is the ultimate connoisseur of pleasure, and his greatest pleasure is this specific ramen, prepared correctly.

The execution follows a clear Hook-Value-Proof-Ask structure. The hook is the bizarre opening shot in the neon closet with the goose puppet, immediately grabbing attention with its Wes Anderson-esque aesthetic and absurdist humor. The value is established as the eccentric billionaire character frames the product as his ultimate secret to joy. The proof is the central part of the ad: a direct, clear, but still stylized product demonstration of cooking the noodles in a pot. The final 'ask' is the payoff scene, where the delicious-looking, garnished ramen is enjoyed, implicitly telling the viewer to go and do the same.

The team should learn that instructional advertising doesn't have to be boring. By investing in a strong creative concept and an ownable brand character, they turned a functional message into a memorable and shareable piece of entertainment. It proves that you can change consumer behavior not by nagging, but by charming them with creativity.