KFC 'Cake' - IDIDTHAT.co

KFC ‘Cake’

AWARDED – CANNES PREDICTIONS 2025

CANNES PREDICTIONS
Judge’s Pick

IDIDTHAT JUDGE
Sbu Sitole

AWARDED
29 May 2025

JUDGES COMMENT
“What an epic. It’s a simple idea, a celebration of chicken. It’s funny, well shot, crafted beautifully. The performances were amazing. It’s one of those ads you don’t mind watching again and again. I love the craziness. It’s the kind of work we should be making as an industry. We need to be surprising, we need to have fun, and we need to invest in beautifully crafted pieces – this goes a long way in doing that.”

– Sbu Sitole, Chief Creative Officer at The Odd Number

CANNES PREDICTIONS
Judge’s Pick

IDIDTHAT JUDGE
Fran Luckin

AWARDED
29 May 2025

JUDGES COMMENT
“Probably the freshest piece of TV to come out of this country in 2025. The attention to detail makes it infinitely rewatchable, which will stand it in good stead as it goes through the rounds of judging.”

– Fran Luckin, Chief Creative Officer at VML South Africa

CANNES PREDICTIONS
Judge’s Pick

IDIDTHAT JUDGE
Danni Pinch

AWARDED
29 May 2025

JUDGES COMMENT
“This makes me giggle every time I see it. Its got cake, its got dystopia, its got chicken, it’s all there. I really hope it does well. Am I allowed a favorite? This is my favorite.”

– Danni Pinch, Executive Creative Director at Accenture Song

CANNES PREDICTIONS
Judge’s Pick

IDIDTHAT JUDGE
Roland Sweet

AWARDED
29 May 2025

JUDGES COMMENT
“It makes me laugh every time I see it. Brilliant execution of a great spot, clever nuances. I hope this gets the recognition it deserves! Also great to see a client taking some risks and having fun with the brand.”

– Roland Sweet, Founder & CEO of LITTLEBIG Group

View South Africa’s Cannes Predictions 2025 showcase

AWARDED – ONE SHOW 2025

View One Show Finalists Showcase

AWARDED – IDIDTHAT CRAFT AWARDS

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Shane Forbes & Justice Mukheli

AWARDED
14 January 2025

JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION & EDITING
“From the opening scene until the end logo, I was grinning from ear to ear. How refreshing to see a commercial this irreverent and playful, in this day and age. I can only admire and appreciate every choice made by Bruno Bossi to make this piece so memorable and fun. The cast and performances are great (and even more impressive considering the challenges of directing talent in a foreign language). The combination of in camera practical effects and VFX work together seamlessly as does the sound design and score which elevates both the tension and humour of this piece. A shout-out to the editor Julian Redpath for the pace and timing of each cut that makes this two and a half minute commercial not feel long and laborious to watch, but rather leaves you wanting more.
I’m sure there will be much talk and discussion this year about an international commercial being done by a South African agency, but hopefully this can be an inspiration to some of our local clients and a reminder to ourselves, that when you let South African creatives play. Magic can happen. Silly magic. But magic.”

– Shane Forbes, Executive Creative Director at TBWA Hunt Lascaris

JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION & EDITING
“Cake by Bruno Bossi is hands down my favourite. It’s such a simple idea, but it’s done so beautifully. Everything about it feels effortless and clear, and that’s what makes it so strong for me. Even with all the VFX, it doesn’t feel over-the-top or tricksy. It’s done so well that it just fits and nothing feels out of place or like it’s trying too hard. The world Bruno and his team created is amazing. The characters feel so real, even though their world is heightened. Watching it, I felt like I was right there with them, caught up in everything that was happening. It’s stylised, but in such a subtle way. It never feels like it’s trying too hard, and that’s what makes me love it. This is the kind of work that makes me wish “I did that.””

– Justice Mukheli, Director at Romance Films

View I DID THAT Craft Awards December 2024 showcase

ABOUT THE WORK

To mark 40 years of finger-lickin’ good chicken in Thailand, KFC has whipped up something as bold and unique as its world-famous fried chicken: a surreal new TV ad that’s all about cake. Yes, cake!

The ad follows the bizarre and hilarious journey of a man trying to navigate a Bangkok crumbling into cake as he races to find out if his favourite fried chicken is still fried chicken. And even though his TV remote, his scooter, and even his beloved girlfriend turn to cake, there’s only one thing on his mind, KFC!

CREDITS

Brand: KFC
Market Lead & CMO: Suhayl Limbada
Associated Director Brand Experience: Patra Patrasuwan
Head of Brand: Mike Wood
Senior Marketing Manager: Chayapa Jamnarnwej
Marketing Manager: Chutinan Nateerattana
Senior Brand Manager: Morakot Nirannoot

Creative Lead Agency: Bananas
Creative Director: Saf Sindhi
Senior Copywriter: Justin Gomes
Senior Art Director: Sean Harrison

Secondary Agency: (Not an IDIDTHAT member)

Production House: Carbon Films
Director: Bruno Bossi
Executive Producer: Kirsten Clarence
DOP: Liam Gilmour

Thai Production House: (Not an IDIDTHAT member)

Post Production
Editor: Julian Redpath
Colourist: Nic Apostoli
Online & VFX: Marco Raposa de Barbosa

Audio & Final Mix: Howard Audio
Original Music: Adam Howard
Sound Design & Final Mix: Paul Theodorou

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.