Men aren't supposed to get emotional. If something sad happens they are supposed to bottle it all up inside. But KFC is for everyone and believes every man is a man, even if he gets sad. So this campaign features normal guys from all walks of life confessing some rather sad things that have happened to them. In the style of a talk show host who soothes and commiserates, our lead character comforts each of these confessions by sympathizing with the men. Finally, our lead comforter breaks a little and shows his own emotional self, when he hears the one man explain the very sad fact that: KFC's Double Down is coming off the market. That is the saddest thing of all. Agency: Ogilvy & Mather Johannesburg.
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