Kentucky Fried Chicken (KFC) Radio Repeat The Punchline by Ogilvy Johannesburg

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Repeat The Punchline

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Industry Fast food
Media Radio
Market South Africa
Agency Ogilvy Johannesburg
Chief Creative Officer Pete Case
Executive Creative Director Mariana O`kelly, Pete Case
Creative Director Molefi Thulo
Art Director Tammy Retter
Copywriter David Krueger
Released October 2016


Cannes Lions 2017
Radio Craft: Script Grand Prix Campaign
Radio Radio & Audio: Restaurants & Fast Food Chains Gold Lion Campaign

Credits & Description

Title: The Everyman Meal - Sad Man, 3
Agency: Ogilvy & Mather Johannesburg
Client: Kfc
Executive Creative Director: Mariana O'Kelly
Executive Creative Director: Pete Case
Engineer: Louis Enslin
Copywriter: David Krueger
Art Director: Tammy Retter
Creative Director: Molefi Thulo
Agency Producer: Alison Ross
Voice Over Artist: James Alexander
Voice Over Artist: Dan Retter
Voice Over Artist: Luca Maraschin
Voice Over Artist: Jayson Dicks
Voice Over Artist: Asher Stolts
Voice Over Artist: Terry Mckenna
Voice Over Artist: Buhle Sebona
Voice Over Artist: Greg Phul
Voice Over Artist: Eliah Chauke
Voice Over Artist: Robert Hart
Voice Over Artist: Nhlanhla Ngcobo
Voice Over Artist: Jared Gower
Account Handler: Lauren Mcinnes
Marketing Manager (Client): Mike Middleton
Marketing Manager (Client): Jacques Cronje
“Men aren't supposed to get emotional.” If something sad happens they are supposed to bottle it all up inside. But KFC is for everyone and believes every man is a man, even if he gets sad. So this campaign features normal guys from all walks of life confessing some rather sad things that have happened to them. In the style of a talk show host who soothes and commiserates, our lead character comforts each of these confessions by sympathizing with the men. Finally, our lead comforter breaks a little and shows his own emotional self, when he hears the one man explain the very sad fact that: KFC's Double Down is coming off the market. That is the saddest thing of all.
Entry Summary:
The KFC Double Down Burger has serious diehard fans in South Africa – it’s one of KFC’s best selling burgers amongst guys. So you can imagine the anguish when this limited-time-offer burger comes off the menu. Knowing this, KFC briefed us to communicate this to these consumers and spur them to get their Double Down Burger before it comes off the menu.
Script In English:
(MUSIC: Melancholic Music)MVO: (Hesitant exasperated grunts)ANNCR:Take a deep breath.MVO1: Uhh… When your mom stands up for you in a Facebook fight.ANNCR: That is sad.MVO2: When you drop your phone on your face while reading in bed.ANNCR: Soooo sad. MVO3: When your best friend calls you Al but your name is Quintin.ANNCR: I can understand your sadness.MVO4: When you drop the bass… and nobody notices. ANNCR:I’m sorry. That is… that is sad.MVO5: When some dude offers you his seat on the bus.ANNCR: Why? Why would he do that?MVO6:When you see your ex girlfriend laughing.ANNCR:Mmmm that is sad.MVO7: When they ask you to repeat the punchline.ANNCR: Soooo sad.MVO8: When the limited offer KFC Double Down Man Meal goes off market on the 9th of January.ANNCR: That is, without doubt, the saddest thing of all.