Enjoyment is imperfect. This statement is the main premise of “Enjoy, it’s beautiful”, the new creativity project for KFC by PS21 creativity agency. The piece goes, in slow motion, through seven different character face-expressions while eating fried chicken, showing-off genuineness in their faces and thus, celebrating something as basic as taste.
The spot, recorded over different Colonel Sanders restaurants in Madrid, shows seven different stories with a single common denominator: people in their minds having joy while eating their fried chicken. During the piece close-ups to face expressions goes one after the other while the famous ‘You Are So Beautiful’ by Joe Cocker is on-track, to reinforce through humor but with a poetic touch, the paradox of pleasure and subjective beauty.
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