All willpower crumbles under the seductive powers of the Colonel in director Sam Coleman’s irresistible new “Can’t Resist” campaign for KFC and Ogilvy Johannesburg. Produced by South Africa's Patriot Films, the tantalizingly dark and moody spots portray the very moment when we give into our deepest desires, in this case KFC.
The campaign tells the stories of frustration, desire, resistance and finally letting go. Using a long take approach largely free of technique and editing, Coleman explores the journey from the first moment of seduction all the way to surrender. With no dialogue, the spots are about the character’s inner struggle and in the red glow of the ever-present Colonel, the witchy atmosphere is underscored by a rendition of Nina Simone’s “I Put a Spell on You.”
In this spot titled “Boot” (meaning the trunk of a vehicle), we see a woman place a bucket of KFC chicken in the boot of her car/SUV during what looks like a rainy night. She closes the trunk and we see the KFC bucket standing in solitude. Soon she returns, opens the trunk, grabs the bucket, pulls off the lid and devours a drumstick in the pouring rain.
For “Boot” and the other commercials in the package, Coleman elicits evocative performances in ostensibly small uninterrupted moments, while crafting a strong visual world. Elegantly drawing the audience in through his choice of angles, he captures the instant the characters become powerless to the finger lickin’ indulgence.
Coleman said, “The challenge was to show the exact moment when resistance caves in and the characters succumb to KFC. In a sense, that then made the moments before and after equally important. Allowing the actor to be caught in that moment before they give in, and letting that build up, seemed to be where the good stuff would be. I opted to let the tension build as much as possible and let each character interpret their own ‘breakdown’ without cutting.”
CreditsClient KFC South Africa Agency Ogilvy Johannesburg Kabelo Moshapaio, chief creative officer; Peter Little, executive creative director; Safaraaz Sindhi, creative partner; Chantelle Dos Santos, creative director; Rob Hart, sr. art director; Naledi Manama, art director; Andre Vrodoljak, Abas Rashid, sr. copywriters; Tsakane Mogale, sr. TV producer; Natalie Choate, production manager. Production Company Patriot Films, Cape Town Sam Coleman, director; Zayd Halim, exec producer; Tess Tambourlas, sr. producer; Kelly Ryan, production manager; Tania Onyems, production coordinator; Pierre De Villiers, DP; Carey Lagoe, 1st AD; Keenan McAdam, art director; Marilyn Shorten, food stylist; Sam Mdluli, KFC chef; Catherine De Reuck, wardrobe stylist; Carla Fourie, hair & makeup. Postproduction Priest Matthew Swanepoel, editor. Color/Online Refinery Cape Town Kyle Stroebel, colorist; Nathan Anderson, online. Sound Sterling Sound Lorens Persson, engineer. Music Cover track: “I Put a Spell on You” by Adona Andrews. Marc Algranti Music, music clearance
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More