“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.

The KFC Double Down Burger has serious diehard fans in South Africa – it’s one of KFC’s best selling burgers amongst guys. So you can imagine the anguish when this limited-time-offer burger comes off the menu. Knowing this, KFC briefed us to communicate this to these consumers and spur them to get their Double Down Burger before it comes off the menu.

(MUSIC: Melancholic Music)

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.