Make Room For More

And then... KFC ad serves a masterclass in South African storytelling

South Africans love a good family drama. Especially when it's someone else's.
KFC knows this, and its latest Streetwise Family ad, created by Ogilvy South Africa and brought to life by Darling Films, delivers all the ingredients of a proper local TV-style drama. There's family tension, plenty of unspoken emotion and enough awkward silences to make you want to leave the room

But this isn't your average chicken ad. Beneath the drama is a touching reminder that families come in all shapes and sizes. They don't all look the same, and they certainly don't always get along, but it's those imperfect, everyday moments that bring people together.

"And then?" If you know, you know.

It's a moment that captures the humour and heart of the film without giving away where the story lands. And it's best experienced for yourself.

Directed by Slim, the film makes good use of its cast. S'dumo Mtshali and Zikhona Sodlaka bring the chemistry and emotional range you'd expect from two of South Africa's most recognisable television talents. Alongside Katlego Kagje, Angela Linda and Grace Molele, they make the family dynamics feel real, messy and wonderfully familiar.

Then there's the soundtrack. Bongeziwe Mabandla's “Zama” brings the feels without forcing them. The pacing gives every uncomfortable pause room to breathe, and the product arrives naturally as part of the story rather than interrupting it.
"South African families are wonderfully complicated, and that's what makes them interesting. We wanted to tell a story people would recognise, laugh at and maybe even see a little of themselves in," says Hloni Mohope, Chief Marketing Officer, KFC Africa.

"Streetwise Family is about making room for more. Rather than just telling people that, we wanted to show what it looks like in real life. The awkward bits, the funny bits and those small moments that can change everything."

And judging by the comments, South Africa got the memo.
"This is ADVERTISING!"
"Finally!!! REAL ads are back!"
"First of my bloodline to cry watching an ad."
Not bad for a story about an awkward family dinner and a bucket of chicken.

At its heart, Streetwise Family is a celebration of the people we call family, however that family comes together, and the simple act of making room for one more.

The campaign, Make Room for More. It's a Family Thing, is rolling out across TV, radio, out-of-home, social media and experiential channels.