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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.