Sorry, Manners

Client: Yum!

KFC owns one of the most iconic lines in advertising: It’s Finger Lickin’ Good. But the emotional connection to it and the brand had faded, so we needed to reignite love for KFC.

“Sorry Manners” is a celebration of KFC’s unapologetic truth: when it’s Finger Lickin’ Good, etiquette doesn’t stand a chance. We flipped traditional food advertising by showing what really happens when KFC hits the table - even the most refined guests abandon rigid manners and embrace the pure, messy joy of eating with their hands. No plates. No cutlery. No apologies. The film opens on a polished, formal dinner scene: perfect posture, measured interactions, and delicate plate settings. But when KFC arrives, restraint unravels. Guests shed their sophistication in favour of primal satisfaction - grabbing, tearing, and licking fingers clean. Sorry Manners” reframes It’s Finger Lickin’ Good as both a product truth and a liberation of unnecessary rules.