#BehindtheCampaign | KFC: An awkward family dinner and a bucket of chicken - perfect!

KFC's latest Streetwise Family campaign, created by Ogilvy South Africa and produced by Darling Films, is proving that powerful brand storytelling doesn't need to shout to make an impact (Image supplied)

They don't all look the same, and they certainly don't always get along, but it's those imperfect, everyday moments that bring people together.

Created by Ogilvy South Africa and brought to life by Darling Films, the campaign, Make Room for More. It's a Family Thing delivers all the ingredients of a proper local TV-style drama.

There's family tension, plenty of unspoken emotion and enough awkward silences to make you want to leave the room.

"And then?" If you know, you know.

It's a moment that captures the humour and heart of the film without giving away where the story lands. And it's best experienced for yourself.

The cast and soundtrack

Directed by Slim, the film makes good use of its cast. S'dumo Mtshali and Zikhona Sodlaka bring the chemistry and emotional range you'd expect from two of South Africa's most recognisable television talents.

Alongside Katlego Kagje, Angela Linda and Grace Molele, they make the family dynamics feel real, messy and wonderfully familiar.
Then there's the soundtrack.

Bongeziwe Mabandla's Zama brings the feels without forcing them.

The pacing gives every uncomfortable pause room to breathe, and the product arrives naturally as part of the story rather than interrupting it.

Wonderfully complicated

"South African families are wonderfully complicated, and that's what makes them interesting.

“We wanted to tell a story people would recognise, laugh at and maybe even see a little of themselves in," says Hloni Mohope, chief marketing officer, KFC Africa.

"Streetwise Family is about making room for more. Rather than just telling people that, we wanted to show what it looks like in real life. The awkward bits, the funny bits and those small moments that can change everything."

SA got the memo

And judging by the comments, South Africa got the memo.

"This is ADVERTISING!"

"Finally!!! REAL ads are back!"

"First of my bloodline to cry watching an ad."

Not bad for a story about an awkward family dinner and a bucket of chicken.

At its heart, Streetwise Family is a celebration of the people we call family, however that family comes together, and the simple act of making room for one more.

The campaign is rolling out across TV, radio, out-of-home, social media and experiential channels.

Credits

Brand

KFC Africa

KFC marketing team

Hloni Mohope
Mukundi Munzhelele
Kim Bryden
Venus Jackson
Wandile Nkabinde
Curt Attlee

Creative agency

Ogilvy South Africa

Executive creative director: Snooze Kambuwa
Creative partner: Galaletsang Kgoathe
Creative director: Ntobeko Ximba
Art director group head: Byron Fraser
Copywriter group head: Jared Osmond
Group account director: Cindy Booysen
Account director: Mpho Molao
Senior integrated producer: Tshepiso Moerane

Production company

Darling Films

Director: Slim
Executive producer: Melina McDonald
Producer: Saskia Finlayson
Director of photography: Brandon Lee Blight

Post-production

Mushroom Media

Offline editor: Warwick Allan
Colourist: Kyle Stroebel
Online artists: Sarah Kwan and Novak Miler

Music and sound

Track: Zama - Bongeziwe Mabandla
Music supervisor: Marc Algranti
Composers: Bongeziwe Mabandla and Tiago Correia-Paulo
Recording Studio: Tiger Fight
Final mix and sound design: Ammo Moses

Agency support

Punky Star Fish
KAMuses
WPP Media
Hearts and Science