KFC showcases slo-mo chicken moments
KFC has slowed the hands of time to reveal the raw facial expressions of customers chewing the camera.
‘Enjoy, it’s beautiful’, by PS21, shines a spotlight on moments of enjoyment lost to time slow-motion cameras capture the enjoyment of tucking into fried chicken.
Intended to capture the imperfections that comprise true enjoyment the campaign celebrates seven different characters and their wild-eyed relationships with their food, eschewing staged photoshoots for genuine emotion.
Set to You Are So Beautiful by Joe Cocker, the shoot celebrates food for the soul by favoring appetizing close-ups of customer facial expressions.
Víctor Blanco, executive creative director of PS21, said: “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? We all know that the more we enjoy something, the more ridiculous our grimaces become, and that's amazingly beautiful.”
Feeding into KFC Spain’s ‘Regozalo’ communication platform, the TV campaign is supported by outdoor and online work as well as graphic adaptations in restaurants.
The chicken chain takes a lighthearted approach to its messaging, exemplified by ‘Nuggetmania’, which seeks to spark a protein gold rush.