Spain – The fried chicken fast food brand has embraced authenticity and almost-obscene humour with a campaign showcasing its customers’ facial expressions while biting on a KFC delicacy. Imagined by Madrid-based PS21 agency, the short film set to You Are So Beautiful by Joe Cocker is filled with different vignettes of diverse characters and their slow-motion face contractions expressing bliss.
‘In the advertising industry, we are used to seeing TV actors smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews with a picture face?’ said Víctor Blanco, PS21’s executive creative director. ‘We all know that the more we enjoy something, the more ridiculous our grimaces become, and that’s amazingly beautiful. This is the idea we want to share with the campaign, touching the audience with something as basic as fried chicken.’
In TikTok Tastes, we highlighted how TikTok’s influence on food and drink trends crosses the real world, inspiring new brands, products, menus and marketing concepts, such as KFC Spain’s Enjoy, it’s beautiful campaign.
Just as consumers look for more authenticity on social media, consider how your storytelling in high-production ads can move away from perfection to seek a new approachable yet aspirational mundanity