KFC Spain just launched “Enjoy, it’s beautiful” - a new marketing campaign that celebrates the taste and beauty of eating fried chicken.
The two-minute commercial made by creative agency PS21 harps on the idea that “enjoyment is imperfect.” Throughout the video, different people enjoy their KFC fried chicken in slow motion, with Joe Cocker’s hit “You Are So Beautiful” for a light comedic touch.
As they bite into their chicken, the seven hungry customers make quirky yet genuine facial expressions that show the joy and satisfaction of eating KFC.
Victor Blanco, Executive Director of PS21, said that in the advertising industry, people 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. This is the idea we want to share with the campaign, touching the audience with something basic as fried chicken," Blanco explained in a press release.
For Beatriz Martinez, brand manager of KFC Spain and Portugal, the commercial shows a realistic way people experience enjoyment when eating KFC, “moving you into an emotional state of mind in such an intimate and pleasurable moment as taking a bite of our friend chicken.”
Watch “Enjoy, it’s beautiful” here: