Fans of Office Space’s O-face scene will enjoy the new campaign from KFC Spain, which lingers—slowly, even a little obscenely—on the faces of those enjoying the chain’s chicken with finger-lickin’ abandon.
The work comes from Madrid agency PS21. It includes the video below—directed by the Blur Films duo Biceps, and set to Joe Cocker’s “You Are So Beautiful”—featuring seven amusingly staged slow-motion vignettes of folks enraptured to a state of euphoria by the chain’s food.
The outlandish expressions on the various faces of the subjects should bring a smile to yours, too.
PS21 says there’s an authenticity in the ludicrous visages.
“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?” said Víctor Blanco, the agency’s executive creative director. “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.”
Here is some of the print work from the campaign:
“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,” said Beatriz Martínez, brand manager of KFC Spain and Portugal.