IT MAKES SENSE

TitleIT MAKES SENSE
BrandPEPSICO
Product/ServiceWALKERS CRISPS X KFC
Category A01. Direction
Entrant PEPSICO Reading, UNITED KINGDOM
Idea Creation SIPS AND BITES Reading, UNITED KINGDOM
Production SOMESUCH London, UNITED KINGDOM
Credits
Name Company Position
Andrew Jordan Sips and Bites Creative lead
Alex King Sips and Bites creative lead
Matt Watson Sips and Bites Creative
Charlotte Whittall Sips and Bites production
Tom McMahon Sips and Bites Design
Paul Stafford Sips and Bites Client management
Nancy Croix Sips and Bites Creative
Katherine Cook PepsiCo Marketing
Fernando Kahane PepsiCo Marketing
Ben Crawley PepsiCo Marketing

Write a short summary of what happens in the film

Gary Lineker, the ambassador of Walkers, goes on a journey which ends with him realising that he looks an awful lot like the face of KFC, Colonel Sanders. He just so happens to be eating KFC-flavoured Walkers at the time. Gary’s journey around the dark city streets takes him past a number of other KFC-meets-Walkers coincidences – a billboard being changed from one brand to the other, a pair of twins eating Walkers and KFC at the same time, TV channels that serendipitously line up to spell out the product. The grand finale sees Gary Lineker stopping in front of a white suit in a shop window. We finally realise something that’s been under our nose for years – Gary Lineker looks just like Colonel Sanders. It makes perfect sense – just like KFC-flavoured crisps.

Cultural / Context information for the jury

In the UK, Gary Lineker from Leicester, the home of Walkers has advertised Walkers crisps for decades. He is very much the ambassador of the brand and when you see Gary Lineker and Colonel Sanders side-by-side, it’s undeniable – the hair, the goatee, the glasses. The similarity makes perfect sense. We wanted to highlight those strange things in life that, despite being obvious, and right under our noses, take us ages to spot. And KFC-flavoured crisps is another.

Tell the jury anything relevant about the direction. Do not name the director.

Our challenge to the director was two-fold. Firstly, we had a lot of action to fit into a 40” film – four different scenes featuring our coincidental moments, all at specific locations. Secondly, we wanted to avoid the whip transitions and crazy zooms that were being used by lots of ads in the same genre. We wanted to do something new. The director had one solution to both problems – to shoot on a drone and create the feeling of a single take, fluidly moving us between our different scenes at a natural pace. This approach would allow us to arrive at each coincidental moment of brand collaboration at the perfect time; the sweet spot. These individual coincidences would build to create an increasing sense of serendipity until our final shot of Gary in front of the shop window.