There has been a lot of talk up here at Adfest about how to compete with reality content. Ogilvy Sydney has just shown us.
On one level, this film is a really funny story about a cute cat stalking two blokes while they’re eating. We’ve all been there – had a pet watch longingly, making us feel selfish.
But of course, branded content has to sell, or at the very least increase interest in, a product or service (CSR content aside) – otherwise it’s just content. And please let’s stop arguing about that.
And this cat sells how good KFC’s new Original Recipe Stacker Burger is in a way that no traditional fast food ad could match.
Shaun Branagan, group creative director, Ogilvy Sydney, commented, “When everyone – even the creepy cat next door- wants to get their paws on a KFC Original Stacker, then things go from good to bad to ugly.”
The TVC with its campaign position, The Chicken You Love, In a Bun, is running for four weeks, supported by outdoor posters and digital placements.
Annabel Fribence, KFC marketing director, individual meals, commented, “This campaign is all about desire and crave. Original Recipe is our signature finger lickin’ good chicken. With two stacked Original Recipe fillets we had no choice but to celebrate the undeniable desire this burger elicits. No one, man, woman or cat can escape it.”
Credits:
Creative agency: Ogilvy Sydney
Production: Ogilvy X
Director: Josh Logue
Sound: Electric Sheep
Head of Broadcast: Rob Spencer
Supervising Producer: Josh Jenkins
Senior Agency Producer: Peter Hackforth
Group Creative Director: Shaun Branagan
Copywriter: Joshua Parmenter
Art Director: Seamus Fagan
Group Account Director: Katie Dally
Account Director: Jess Farahar
Account Manager: Bridget Yeates
Deputy Head of Strategy: Ryan O’Connell
Senior Strategist: Katharina Vassar
Lead Social Strategist: Jennifer Ngai
Digital Producer: Oriane Veron
Senior Production Manager: Paul Baron
Junior Digital Production Manager: Alex Chapman
Media: Mediacom
Clent: KFC
Annabel Fribence: Marketing Director, Individual Meals
Ashley Hughes> Marketing Manager, Individual Meals
