“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: Take a deep breath.

MVO1: Uhh… When your mom stands up for you in a Facebook fight.

ANNCR: That is sad.

MVO2: When you drop your phone on your face while reading in bed.

ANNCR: Soooo sad.

MVO3: When your best friend calls you Al but your name is Quintin.

ANNCR: I can understand your sadness.

MVO4: When you drop the bass… and nobody notices.

ANNCR: I’m sorry. That is… that is sad.

MVO5: When some dude offers you his seat on the bus.

ANNCR: Why? Why would he do that?

MVO6: When you see your ex girlfriend laughing.

ANNCR: Mmmm that is sad.

MVO7: When they ask you to repeat the punchline.

ANNCR: Soooo sad.

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

ANNCR: That is, without doubt, the saddest thing of all.