KFC "Separation" (2013) :40 (South Africa)

Never before did I ever expect to associate a poignant moment with KFC, nor did I ever expect to see a KFC ad without the requisite bite and smile. But this spot had just blown my preconceived notions to bits. Because it features a seriously poignant story about divorced parents sharing custody of their all too perceptive kid.

As much as I admire this spot for showcasing a moment between a broken family still trying to keep the separated father involved in his kid's life, this spot is depressing as shit. Did they shoot this on the darkest day of the year?

KFC: Where tortured reality meets a brave face.

Agency: Ogilvy & Mather Jhb
City & country: Johannesburg, South Africa
Agency producer: Tessa Weakley
Creative director: Mike Martin
Copywriter: Jordan Tryon, Thule Ngcese
Art director: John Nankin
Production co: Egg Films
City & country: Cape Town, South Africa
Director: Kim Geldenhuys
Director of photography: Alard de Smidt
Production co producer: Cindy Rodkin
Executive producer: Kerry Hosford
Post production co: Kwazi Mojo Media and Black Ginger
Editor: Upstairs Post
Music: Joe Purdy – “Good Days”