Many campaigns have tried to evoke joy but this one by PS21 has to star. And this ultimate evocation of joy is for fried chicken. That’s an achievement. The hero film takes viewers on a journey of vicarious joy in slo-mo, underlined by Joe Cocker’s mood-enhancer, You Are So Beautiful, and rounded out with the line, enjoy, it’s beautiful.  

The commercial was shot in different Colonel Sanders restaurants in Madrid – seven different stories with a single common denominator: people experiencing joy while eating their fried chicken. It was directed by Blur Films directing duo, Biceps, with post-production by McNulty.

“In the advertising industry, we 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,” explained Víctor Blanco, executive creative director of PS21.

“This piece shows in a tangible and realistic way the experience of utmost 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 fried chicken,” added Beatriz Martínez, brand manager of KFC Spain and Portugal.

Enjoy, it’s beautifu’ fits into the platform, Regózalo, that launched in 2022 and is based on extreme enjoyment and ​​KFC’s most unique, key and differentiating element, the breading.

The full campaign includes 60-, 30-, 20- and 10-second spots that will run on TV, outdoor, online and graphic adaptations in restaurants during 2023. Media has handled by Proximia.