Themes don’t get much more American than the rodeo, which is where BBH London found inspiration for their new KFC campaign.

Entitled Rodeo and directed by Academy Films‘ Jeff Labbe, the ad centres on a real-life modern cowboy as he helps his son prepare to take part in the dangerous event. The tension builds as the son saddles up before horse and rider burst out of the holding pen into the sandy arena.

As the sun goes down, we see the father and son sharing a bucket of the fast food, with the voiceover tagline, ‘Reward your sense of adventure with KFC’s Great American Bites.’

Shot in a highly cinematic way, the spot is beautifully lit and set to a swelling string soundtrack. It launched on 21 July.

The stars of the ad had never stepped in front of a camera before, as Labbe explains: “The Dad has a rodeo past and now spends his days rounding cattle on his ranch and three days after our shoot, our Son won the Novice Bareback Championship at the Calgary Stampede – the biggest outdoor rodeo in the world. The idea of being in front of a camera was probably a daring adventure for them, so in turn I guess that made perfect sense with the brief.”

Take a look at the ad below, and let us know what you think via our Facebook page or by leaving your comments below.

 

 

Credits

BBH creative team: Shelley Smoler and Raphael Basckin

BBH creative director: Hamish Pinnell

BBH producer: Natalie Parish

BBH assistant producer: Adam Reid

Production company: Academy

Director: Jeff Labbe

Producer: Amy Appleton

DoP: Nicolas Balduc

Post-production: The Mill

Editor/editing house: Joe Guest/Final Cut

Sound: Dan Beckwith/Factory