Chaos ensues at “Sliced Bread Inc.,” which is about to lose its “Best Thing” running title in the wake of Little Caesars delivery service. The beleaguered “Sliced Bread” CEO, played by Rainn Wilson, suffers a breakdown as he tries and fails to dream up a comeback, ultimately losing his hold on the company–and his sanity–and taking a backup job with his new rival.
Frank Todaro of Moxie Pictures directed the spot, titled “Best Thing Since Sliced Bread,” for agency McKinney in Durham, NC. Butter Music & Sound scored the piece, with sound design from LSD and audio post from Lime Studios.
Credits
Client Little Caesars Agency McKinney, Durham, NC Jonathan Cude, chief creative officer; Sarah Shellaberger, art directors; Dylan Meagher, associate creative director; Chase Condrone, copywriter; Josh Eggleston, director of content production; Lyle Yetman, Will Chambliss, group creative directors; Kara O’Halloran, sr. producer. Production Moxie Pictures Frank Todaro, director. Music Butter Music & Sound, bicoastal Andrew Sherman, chief creative officer; Aaron Kotler, executive creative director; Kari Steinert, composer; Renee Masse, producer. Sound Design LSD, Santa Monica, Calif. Rohan Young, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer; Jeremy Nichols, audio assistant; Susie Boyajan, exec producer.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
