Presentation

The Requirements Of The Brief

KFC ‘Fully Loaded Meal’

Introduction

The KFC ‘Fully Loaded Meal’ advert is to be 30 seconds long and aim to bring lunchtime business back to the company.

The objective is to show the advantages of large, satisfying meals, as opposed to KFC’s competition of coffee bars and sandwich shops, which typically only offer smaller, more expensive options. Using the advantage of a distinctive taste, KFC want to make sure that their target audience understand their options when it comes to dining out.

Target Audience

The clear target audience for this advert is ‘blokes’ with large appetites. The men of this stereotyped group like ‘manly’ things and enjoy large meals that gratify their appetites. The advert aims to compare the trendy, yet unsatisfying, coffee shop options to the more full-size KFC alternative. 

Things To Include

The objective of the advert is to portray the idea that the Fully Loaded Meal is ‘loaded with food’ and this is a key statement, written specifically in the brief as the single thing the company want said, and is therefore vital for inclusion.

Also essential is a description of the produce itself, which is; one fillet burger, one piece of original recipe chicken, one regular fries, one regular side and a regular drink. Describing the product is integral to the structure of any effective advert.

Research

In the past, KFC adverts have been mainly centred on families, whereas this is targeted toward adult males of a specific disposition. Although the content for these two target audiences will be different, research has shown that the adverts should have some fundamental similarities:

1)          Humour.

Good use of humour will not only secure the advert in viewer’s memories, it will also give the feel-good atmosphere that other KFC ads portray.

2)          Summary.

At, or near, the end of the typical fast food advert, there’s a still shot of the product in question, with the voiceover explaining exactly what it is. Also, the brand logo should appear where it is clearly visible.

3)          Price.

KFC have a good reputation for being cheap and tasty, so during each advert, they endeavour to remind customers of that by stating their prices with the meal descriptions.

4)          Middleclass.

Although the ranges for age and gender for these ads are wide and varied, KFC advertisements are almost exclusively geared toward middleclass people with busy lifestyles -be that with work, family or socialising. Therefore it’s essential to get across that KFC is quick, cheap and easy, as well as appetizing.

5)          Characters.

Normally, the characters of an advert such as this would be ‘normal’ people, i.e. stereotypical families/middleclass adults. However, as stated in the brief, these characters are not the heart. “Food is the hero.” The meal has to take the main role in the advert, regardless of any human characters involved. The product is the primary focus.

Conclusion

In conclusion, this advert must be intelligent, humorous and informative, while catering to a middleclass, macho audience. It must include logos, prices, and heavily feature the product itself. It must also demonstrate clearly that the KFC Fully Loaded Meal is ‘loaded with food’.

Proposal

KFC ‘Fully Loaded Meal’ Advert

1x30 seconds advertisement, for KFC.

The idea for this advert is centred directly on the brief for ‘blokes’. It consists of all things that are ‘bloke’-related, with a manly, informative voiceover. It portrays the ‘Fully Loaded Meal’ as a must have food for any real man.

Using a plain, light background, the screen will be filled with various masculine objets d’art, such as hammers, nails, work boots, etc. This is to depict a very stereotypical manly man, as hinted toward in the brief.

The voiceover will be deep and authoritative; maybe even a little aggressive, but in a theatrical, comedic way. It will name each object as it appears on screen in a simple, commanding way to grab the viewers’ attention and wonderment about the conclusion of the advert.

Thrown in between these items will be the recurring image and naming of the product itself – the Fully Loaded Meal – in stages, i.e. the burger, then the chicken, then the side, and the drink. All the images will be in quick succession, so nothing will linger on screen too long to get boring, and hopefully by the time the viewer has worked out that it’s for the meal, the advert will be telling them the name, price and brand (KFC). The repetition of the product name is to ensure the message gets across, as well as highlighting the different parts to the meal.

Near the end of the advert – at approximately twenty seconds – the box for the meal will be shown in exactly the same way as all the other images, but this time, as the voiceover explains that the component parts (chicken, drink, etc.) come as one convenient meal, the camera will zoom out to show the whole meal as one.

The voiceover will also highlight the price and the unique, irresistible KFC flavour, as per the company’s brief and previous advertisements.

Once the voiceover is finished, the screen will fade to a very swift black, before a joke object, such as a rubber duck, or some distinctly un-manly thing appears just as the prior images did, voiceover and all. This comedic ending is hopefully the clincher in a memorable and informative KFC advert. 

Treatment

I have had an idea for a KFC advert, and seeing the time constraint on this project, I'm thinking that this time, it will have to be my only idea.

With the brief being for the target audience of 'blokes', I have decided to do a montage of images that are typically stereotyped as 'blokey' (if that's a word).
Using things such as hammers, nails, work boots, cigars or whatever, I will throw in between these images the picture of a (hopefully appetizing) Fully Loaded Meal.
Also, I want to combine the word 'loaded' with gunshot sound effects, which are also deemed 'manly'.
The voiceover will be macho and aggresive, but in a comedic way. It will announce each item as it appears and then explain the meal at the end.
As a conclusion, there will be a joke image of say, a rubber duck, or something distinctly un-manly, for the advert to stick in the mind.

I can only hope this works well and is distinctive.

My Advert Choices

I have several adverts to choose from, taken from the briefs on offer.

My choices have been cut down to KFC, Barnardos, SlimFast and Axe.

So far, all  my ideas are similar to ideas that have already been done, so I have a lot of thinking to do for now...