The Spot: One Big Family

KFC gets unexpectedly soulful in a gorgeously shot ad from BBH in London

GENESIS: BBH was in a rut with its KFC ads, always highlighting the same suburban families with 2.4 kids. The London agency felt the modern British family was changing, becoming more expansive and diverse thanks to the effects of divorce and remarriage. Yet, oddly, British people feel a stronger sense of family than ever, research suggested. So, BBH set out to redefine the modern British family—sprawling yet intimate—with a remarkably soulful spot set at a backyard family picnic, where KFC helps to complete a moment of togetherness, tinged with nostalgia, on a perfect summer afternoon.