肯德基创意音频广告:最让你难过的事情是什么?

企业项目已上线2017-06举报3

肯德基创意音频广告:最让你难过的事情是什么?

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“男儿有泪不轻弹”,如果发生了什么不幸的事,他们应该把它装在心里。但是,肯德基相信每个人都有难过的时候,即便是男人。

2017年6月,奥美(约翰内斯堡)为肯德基“Sad Man Meal(悲伤男套餐)”制作了三条音频广告《Sad Man》。这场广告活动让来自各行各业的普通人,逐个说出自己觉得最悲伤的时刻,比如“你讨厌的人提出了金点子”、“你想给朋友看个视频,结果它播了2秒就卡了”、“你乘电梯想上楼,结果它往楼下走”……主角以谈话节目主持人的方式出现,用治愈的磁性男声安慰每一个忏悔的人。最后,听众会听到一件最可悲的事:当限量供应的肯德基“Double Down Man”套餐在1月9日下架时,这毫无疑问是最悲伤的事情。

在南非,肯德基双层汉堡是肯德基最畅销的汉堡之一。可想而知,当这个限时供应的汉堡从不再售卖的痛苦。所以,肯德基向消费者介绍了这一点,并鼓励他们在汉堡下架之前把它买下来。


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广告脚本:

MVO: (Hesitant exasperated grunts)

ANNCR: Go on.

MVO1: When the guy you hate, 

ANNCR: Mmhmm.

MVO1: …just made a good point. 

ANNCR: Oh. That is sad.

MVO2: When you interrupted her too early when she said “I love youtube.”

ANNCR: That is… sad.

MVO3: When you walking with your buddy and your hands like… they touch a little.

ANNCR: Sad.

MVO4: When you call people to look at a clip on your computer and it stops playing after 2 seconds.

ANNCR: Sad, my man. 

MVO5: When you get in an elevator that’s going down but you’re going up. 

ANNCR: Well that’s just… um…sad

MVO6: When you say cheers and no one actually cheerses.

ANNCR: Sadnesssss... 

MVO7: When Terry has to open your beer for you.

ANNCR: So sad.

MVO8: When the limited offer KFC Double Down Man Meal goes off market on the 9th of January.

ANNCR: Yes. Yes, that is… the saddest.


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广告脚本:

MVO1: (Hesitant exasperated grunts)

ANNCR: Please, take your time.

MVO1: When you get a high five after a date. 

ANNCR: That is very sad.

MVO2: When the toilet paper tears up instead of across.

ANNCR: It makes me sad.

MVO3: When you’re a telemarketer.

ANNCR: Well... Andre… that is sad.

MVO4: When you playing tetris and that long red thin shape just doesn’t show up!

ANNCR: That’s… That’s sad.

MVO5: When your dad applauds your sensible sneakers.

ANNCR: Jamal. Jamal look at me. Those are fly sneakers.

MVO5: M’kay.

MVO6: When you’re ANGRY!

ANNCR: Why are you angry?

MVO6: I DON’T KNOW!

ANNCR: Well that is sad.

MVO7: When you reply all

ANNCR: I feel you. It’s sad.

MVO8: When the limited offer KFC Double Down Man Meal goes off market on the 9th of January.

ANNCR: That may just be the saddest thing I have ever heard.


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资料来源:
https://www.adweek.com/creativity/kfcs-hilariously-sad-radio-ads-just-won-a-grand-prix-at-cannes/
http://www.welovead.com/en/works/details/13awgtovn

KFC 肯德基

Ogilvy 约翰内斯堡

 

肯德基创意音频广告:最让你难过的事情是什么?

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