Yawning is rude at the best of times, but the KFC Coffee campaign shows that it can lead to something more serious than an exasperated scolding. Although a yawn is often hard to stifle, especially if deprived of sleep, there are certain situations when it can get people into some real trouble. For instance, yawning while one's grandson is playing the cello or when one has hit a Mr. T look-a-like's car, as depicted in two of the ads.
The KFC Coffee campaign offers a solution to these inconsiderate moments. Conceived and executed by the Ogilvy ad agency branch based in Johannesburg, South Africa, it was art directed by Thule Ngcese and Mike Martin. Ngcese also illustrated the KFC Coffee campaign posters while photographer Ryan van Son shot it.
Why This Trend Is Growing
- Yawning Awareness
- Opportunity for brands to address the issue of yawning in inappropriate situations and provide solutions.
- Sleep Deprivation Solutions
- Brands can innovate and offer products or services that help people avoid yawning due to lack of sleep.
- Creative Advertising Campaigns
- Opportunity for ad agencies to create unique and attention-grabbing campaigns that address common social etiquette issues.
Industries Being Reshaped
- Beverage
- The beverage industry can explore the creation of specialized products like KFC Coffee to keep people awake and prevent inappropriate yawning.
- Pharmaceutical
- Pharmaceutical companies can develop sleep aids or energy supplements that combat yawning caused by sleep deprivation.
- Advertising
- The advertising industry can capitalize on creating campaigns that raise awareness about yawning etiquette and provide solutions.
