Fast food ads tend to be short and noisy. KFC’s new ad is 14 minutes long. It’s a horror film called La Masacre (The Massacre), created to promote its new product, Pollizza, the first pizza without a base. (The limited-edition product replaces a pizza’s base with its traditional fried chicken.) The idea comes from PS21, the film was directed by Nysu and it has already accumulated 100K visits in Twitch and YouTube and 1.3M interactions since launch 24 hours ago, reaching 13 million people in social media in one day.
La Masacre is set and inspired by the B-movie horror films produced in Hollywood in the ‘50s and ‘60s. It tells the story of a group of five friends who arrive at a cabin in the woods to enjoy a weekend surrounded by nature. Once settled in, they decide to order dinner from a mysterious pizza place, but no one could have ever imagined the monstrous outcome.
“It has been a dream to pay tribute to directors with whom I have grown up audio visually like Sam Raimi, Tobe Hooper, Joe Dante… We were always clear that we didn’t want to make a parody of the genre, nor make fun of it, but to make an incredible piece that respected the codes and rules of the B Series. That’s why the most complicated thing was to escape from the ‘vice’ of advertising, where perfection is sought in every shot. In this case the challenge was to find the balance between making everything look ‘low fi’, doing certain things deliberately wrong and, at the same time, find original and surrealistic mise-en-scène solutions from that malpractice. We have been repeating a quote from a Galician gentleman during all the process: ‘the worse, the better for everyone’,” NYSU explained.
The premiere of the short film was celebrated with a double screening on July 7 at Cinesa Proyecciones in Fuencarral in Madrid and now it can be seen on KFC’s Twitch channel (@kfc_es). The first screening took place in the morning and was attended by 20 journalists. For the second one, PS21 and KFC invited 80 film specialists to watch the short film and taste Pollizza and pasted posters in the centre of Madrid.
The pizza boxes that appeared in the short film contained an active telephone number that if called, earned free product during launch week. 2.5K people called and obtained Pollizza for free.
Nysu is a Spanish filmmaker who works internationally. He has directed music videos for International bands such as New Order, Band of Skulls or Bastille and worked with brands such as Aquarius, Alaska Airlines and Ubisoft.
“Everyone loves pizza, but not everybody loves the crust, and that is the only ingredient that Pollizza doesn’t have. We took that fact and decided to create a 14-minute B horror short film in which several diabolical crusts attack a group of friends who were enjoying a weekend at a lakeside house. It was the most sensible thing to do,” stated Victor Blanco, executive creative director of PS21.
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