Bananas have done it again. With their latest KFC Thailand commercial, ‘MISS NG PIECE’, they show how the collaboration between Bananas, KFC Thailand, and Carbon Films’ director Bruno Bossi is fast becoming a streak of standout work. The team turns the simple launch of six collectable Baby Saunders figurines into a funny and cinematic story about the very human frustration of being just one short of a complete set. We caught up with Sean Harrison, Executive Creative Director of Bananas, to unpack how the idea came together and why this collaboration keeps delivering.

It also follows hot on the heels of this year’s Cannes Lion Gold-winning ad for KFC titled ‘Cake’. This time, ‘MISS NG PIECE’ seems to be keeping the momentum going, already landing a spot on Best Ads on TV’s weekly picks and catching global love from Shots and LBB.

KFC ‘Miss ng Piece’

The brief was simple: create hype around the launch of KFC’s limited-edition Baby Saunders toys. Bananas locked onto the psychology of blind-box culture, from the rarity and the duplicates to the obsession that grips collectors when one figurine is missing.

“We loved the simplicity,” says Executive Creative Director of Bananas, Sean Harrison. “Once our lead character notices one gap, he starts seeing them everywhere. That feeling of incompleteness just snowballs.”

The spot follows a fan who’s collected nearly all six figurines but is haunted by the missing one. Suddenly, gaps appear everywhere – in bookshelves, sidewalk cracks, checkerboards, neon signs, bowling pins, even his own smile. The final gag lands with a perfect punchline, chef’s kiss to the team. 

What makes ‘MISS NG PIECE’ special is not only the idea, but how it came together. Carbon Films’ director Bruno Bossi was brought in early to collaborate on the script. The production ran at a fast pace, about ten days from concept to shoot, but the detail is all there: art direction that hides winks in posters and props, a grade that plays warm against the absurdity, and a single, perfectly executed VFX gag that turns a missing tooth into the ad’s lasting image.

“Bruno wasn’t just executing a script for us,” says Sean. “He was there in the trenches with us, shaping the idea and making sure it lands in-camera. That kind of collaboration makes the work bulletproof.” 

Music, too, was spot on. Pressure Cooker composed the perfect track with its off-kilter rhythm giving the film exactly the edge it needed.

Behind the scenes, the spot reflects the trust Bananas has built with KFC Thailand’s CMO, Suhayl Limbada and his appetite for creative. “Suhayl pushes us to take risks and go further. That’s where the magic happens.”

This alignment of a client wanting to push the boundaries, an idea-hungry agency and a director who can’t let go of the details is fast becoming the blueprint for Bananas’ best work. More please!

On a side note, we just have to share… When Sean first sent us a sneak peek of the cut, it got us good and had us going, “Nope, I need KFC right now.” So off we drove to grab some Zinger Wings and, no lies, as we pulled up, the ‘F’ in the KFC sign wasn’t working. Life imitating art. Here’s the pic we immediately sent him. Yoh.