Brilliant concept communicated well. Different for KFC but very effective angle to take. Relevant to many families and so true for divorced fathers to get KFC as a dinner option. My dad always gets me KFC if we have a weekend together, so a great insight was tapped into for this target market and communicated very accurately.
This insight looks at how a child from a divorced home takes in native to simply chaos of a split family to the simplicity of sharing a meal.The child takes a no strings attached approach, simple sharing a meal with his family, the innocence of a child can not be questioned. This ultimately makes the parents put their issues aside for one common love of their child.
The main benefit of the product is communicated effectively. This benefit being that KFC brings people together, more specifically brings families together no matter the circumstances. The element of sharing and bringing together is communicated well. This is product is competing strongly with Mc Donalds, the Mc Donald’s sharing/ family box looks at bring people together in a happy fun light which is effective, yet KFC has gone deeper a pulled on the heart strings of the consumer on a deeper level.
Some nice product placement for Audi and it brings back the memories of the VW Toureg TVC with the father/son road trip.
All in all emotional insight executed very effectively for the specific market. Lovely job, leaving you with a ‘feel good’ sense of emotion which ties in well with the KFC pay off line ‘So Good’.
Credits:
Length: 1 X 40” commercial with 30” cutdown
First flight date: October 2013
Agency: Ogilvy & Mather Jhb
City & country: Johannesburg, South Africa
Agency producer: Tessa Weakley
Creative director: Mike Martin
Copywriter: Jordan Tryon, Thule Ngcese
Art director: John Nankin
Production co: Egg Films
City & country: Cape Town, South Africa
Director: Kim Geldenhuys
Director of photography: Alard de Smidt
Production co producer: Cindy Rodkin
Executive producer: Kerry Hosford
Post production co: Kwazi Mojo Media and Black Ginger
Editor: Upstairs Post
Music: Joe Purdy – “Good Days”
Review: Tatum Condon, graduating from the Red and Yellow School of Logic and Magic. Have a passion for advertising, brands and people.
