So Many Fun Touches in This Paranoid KFC Ad
Is some mysterious space agency monitoring our fast-food consumption? So many times, I've chomped Coleslaw and pondered that very question.
Now we have an answer, thanks to MullenLowe's mildly paranoid new spot for KFC.
Fun visual nuggets abound in a :30 created with directing collaborative Kinopravda. Appropriately enough, the work hypes chicken nuggets, faves around the neighborhood ... and deep inside mission control.
"We wanted to take the idea of craveability to the max. Dial 'want' all the way up to 'need-right-this-second,'" says agency creative director Lindsei Barros. "Add in suburbia and some lighthearted chaos and what do you get? A product launch that's cinematic, fast-paced and FUN."
Usually, overheated press-release quotes aren't especially accurate. But the above description really does put this commercial in perspective.
Odd camera angles, weird facial expressions, a freaky topiary horse and spontaneously combusting barbecue grill ... the word for such stuff is "dreamlike." Yes, lots of ads are dreamlike. Or try to be. But most fail to actually hold viewers' attention long enough to communicate a brand message.
Here, however, there's a mini-feast for the eyes that rewards repeat viewings. It's colorful and cheeky. Also derivative and self-consciously silly, which work in its favor. Savor the faux-Stranger Things vibe as tangy as a mouthful of honey mustard sauce. (Talk about overheated language.)
Moreover—though surely in spite of itself—the approach speaks to our always-on interface of meals, media and manic connectivity. Life's like a branded dream. Everyone's watching everything all time. Swipe right on Colonel Sanders. Pass the KFC!
Executive Creative Director: Tim Vaccarino
Group Creative Director: Enrique Camacho
Creative Director/Copywriter: Tanya Wilson
Creative Director/Art: Lindsei Barros
Group Executive Producer: Karen Leiper Haffmans
Senior Producer: Holly Langley
Associate Director, Business Affairs: Jennifer Wrentmore
Project Management Supervisor: Tatiana Bueno
Project Manager: Christine Carugati
Group Strategy Director: Mike Cassell
Strategy Director: Jasmin Esquivel
Group Account Director: Cameron Burnham
Account Director: Charlie Doyle
Senior Account Executive: Lia Rivera
PRODUCTION COMPANY: Kinopravda @ Imposter
Executive Producer: Avtar Khalsa
Head of Production: Todd Ruhnau
Producer: Taeko Masuyama
Director of Photography: Damian Acevedo
PRODUCTION SERVICE COMPANY: The Lift
Founding Partner: Avelino Rodriguez
Managing Partner: Jose Barrera
Producer: Helena Medina
POST PRODUCTION: Lost Planet
Editor: Bruce Herrman
Head of Production / Post Supervisor: Kirsten Anderson
COLOR CORRECT: Ethos
Colorist: Kaitlyn Battistelli
Producer: Nat Tereshchenko
AUDIO POST: Sonic Union
Engineer: Steve Rosen
Post Producer: Gina Petrarca
MUSIC: Singing Serpent
Composer: Antonio Vivaldi
Producer: Dennis Culp
Arranger/Principal Violinist: Andrew Joslyn