Creativity

Is this South African KFC Spot the Most Cynical Advertising Parody Yet?

Spot by Ogilvy Takes an 'Honest' Approach

By Alexandra Jardine. Published on Oct 19, 2017

Editor's Pick

Hot on the heels of a Bud Light campaign from the U.K. that parodied other brands' millennial advertising tropes, here's one from KFC in South Africa that attempts a similar satirical tone--but goes even further in terms of cynicism about its own medium.

The film starts with a voiceover: "The truth is, advertising's always just showing us the best bits….and we've done this at KFC too." We then see a series of typical ad scenarios but with chicken hilariously thrown in: models gyrate on a speedboat munching KFC. Hot guys carry a treasure chest up a beach and open it to reveal a trove of chicken. People play guitar on the beach, with someone banging the drums with drumsticks; urbanites celebrate a business deal with a cigar box filled with chicken.

Things get more ridiculous. There's a scene with cool-kid skateboarders: "If we can get our logo in there, that'll make us look cool," says the voiceover, as we see a tattoo of Colonel Sanders on one skater's leg. People in Christmas sweaters swirl chicken in brandy glasses because "everybody loves Christmas." Then, the funniest moment: "What if we made our ad epic?" asks the voiceover as we see a giant drumstick rising like a hot air balloon.

But wait, it finally asks, 'What if KFC were just honest?" The spot ends with a bucket of chicken, and the message that it's "finger lickin' good." It's promoting a new "honest food" themed approach by the fast feeder, designed to underline that it's real food, made and breaded in-store.

The ad is by Ogilvy South Africa and was directed by Trevor Clarence at Your Girlfriend. Kudos to both for taking an honest (and brave) jab at their profession.

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About

Credits

Date
Oct 19, 2017
Agency:
Ogilvy South Africa
Chief Creative Officer:
Pete Case
Client:
KFC
Executive Creative Director:
Mariana O'Kelly
Creative Director:
Molefi Thulo
Copywriter:
David Krueger
Assistant Director:
Tammy Retter
Agency Producer:
Juliet Curtis
Production Company:
Your Girlfriend
Director:
Trevor Clarence
Producer:
Linda Bogle

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