KFC has launched a new campaign, created by BBH London, to promote its new range of Slow Cooked Pulled Chicken products. The work signals a new creative direction for KFC, moving towards a more emotionally engaging style of advertising.
The new film, ‘Bus’, is based on the idea that in the Southern States of America the slower you take things, the greater the reward. The film sees a young man spending months trying to woo a beautiful young woman he sees on a bus. Over a passage of time, and the boy's increased efforts, their relationship blossoms.
The film was shot by award-winning director and documentary maker Benito Montorio, who also directed KFC’s charming ‘Emergency Chairs’ film in 2011. Montorio’s distinctive style has won him countless awards for campaigns including St John Ambulance ‘Helpless’, also created by BBH.
The new campaign will launch initially in Scotland before rolling out nationwide in September.