In the advertising industry, we are used to see actors smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews with a picture-face? We all know that the more we enjoy something, the more ridiculous our faces become, and that's amazingly beautiful.

In the film, we go through seven amusing slow-motion scenes where people enjoy KFC's fried chicken to the pint they are lost in the ecstasy of eating. The camera focuses in their genuine and sometimes weird unconscious pleasure expressions.

Eyes bulge, lips quiver, and nostrils flair during the piece close-ups, all set to Joe Cocker's passionate "You are so beautiful" soundtrack.

An amazing collection of ugly expressions that show how beautiful it's to let go and lose yourself to the pleasure of eating, and a way of talking about the product that also puts a smile on the viewers face.

KFC in Spain is still a relatively small brand in a category that's still dominated by burgers and pizza. Also, in a category that's driven by taste, chicken is not the first option that people think of.

The brief was to make people crave KFC, but it's not as simple as talking about taste. All other QSR brands try to do it, and most end up showing people smiling at their burgers and telling literally how tasty they are. A secondary objective was to work on familiarity by showing different consumption moments. And finally, the brand wanted to showcase all of its product range.

We needed to find a distinctive way of communicating taste, using emotion to connect with QSR consumers to make KFC more desirable, breaking through the clutter of plain bland spots, in order to drive sales and transactions to our restaurants.

In advertising, we are used to seeing characters smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews as if they were posing for a photo? In life, the more we enjoy something, the more ridiculous our grimaces become, and that's a visually precious thing. This piece not only visualizes the extreme enjoyment when you eat KFC, it almost transports you to an emotional state in a moment as intimate and pleasurable as taking a bite of fried chicken.