KFC Walkers - Unseen Text

 Unseen text - KFC Walkers

The actor chewing into the crisp cutting to the drone shot creates an exciting aura to the product. 

Electronic music -> Younger urban black audience

The lexis is deeply informal, and panders typically to the aforementioned younger audience,  upbeat Black British voice actor. 

Media language combines to specifically target a young urban ethnically diverse audience.

The setting is somewhat unconventional for a crisp ad, a working class urban jungle setting, lots of concrete, low-key lighting, night life, etc. Filmed in Catford, South London to make a relatability for the audience due to the familiar location.

Constructs intertextual references to crime and drama shows, like 'Top Boy', etc.

Features a famous footballer, Gary Lineker,  who might evoke meaning to the preferred target audience of the advertisement. 

Intertextuality but also branding and franchising is heavy,  reference to the KFC iconography via the Colonel Sanders costume reveal at the end, and similarities towards the model.  -> Implores the viewer to visit KFC with '2 for 1 deals with every packet'  cross-promotes Walkers and KFC simultaneously.

Repetition of the brand logos, and names. 

The quick one take drone shot, with the incredibly quick whip pans from location to location, makes the advert's pace feel quick and high octane. 

Could be an intertextual references to Grime music videos, with its fast-paced rollercoaster adjacent nature.

Binary opposition of dark alleyway, to the halogen lighting.  Another example would be Gary Lineker juxtaposed to the constructed urban working class characters and setting. 

Reinforces stereotypes of 'Black people liking KFC',  this could be an example of Post-colonialism, and the way in which black people are represented differently due to the UK's colonial history, and the lingering effects of this. 

The final shot of the reflection of Gary Lineker's head superimposed to a white suit, with ribbon functions as a referential code (or intextuality) and forms cross-promotion between the two brands. Allows Walkers to target a pre-existing KFC fanbase.

The mise-en-scene in various of the drone tracking shots incorporates arrow icons, either via bright lights upon shopfronts, mopeds, etc. In bright neon colour, to emphasise leading the spectator in the right direction of 'MAX x KFC crisps.' emphasises the idea of the brand and the product being significant as an important final destination for the viewer. 

Usage of the brand IP names within the mise-en-scene upon the shopfronts, for example the opening shot that pans up slowly, before pulling the background into focus with the words 'Colonel's News' to subliminally draw the mind to Colonel Sanders, the KFC mascot.  The same is done later in the advert, as the camera speeds passed the  'Max Cuts' title of the hairdresser.

Modern ideas of 'Britishness' are shown via a range of stereotypically British iconography, the hegemony of Football is constructed through the mise-en-scene of a football match upon a tv within a barbershop. Later in the video a typical London bus-stop, and iconic red bus further anchor and situated the target audience within a relatable mode of address. 

Symbolic annihilation of Covid-19, this constructed reality dismisses mise-en-scene of our current times, there is no codes to the current moment. No masks, pandemic warning signs, etc. Allows the brand to target the audience more effectively. We can still see model's facial performances, etc. It also allows the ad to age better post-covid. Could be an example of utopia due to the lack-thereof negativity. 

Through the low-key lit setting, the colour red is prominently pandered to and pops out, in essentially every frame of the advertisement. Making the viewer think of the KFC brand, as well as connotating to themes of energisation, urgency, stimulation. So forth. 

Clever and intentional usage of whip panning targets the younger and easily distracted target audience, thorough the excitement and relatability. This is further anchored via the informal lexis of the seemingly young British sounding voice actor.

Theory of identity can help us to understand how audiences can relate to and take identity from this video, from a stereotypicial perspective. A young Black audience may relate to the inner-city setting of the advertisement, the mise-en-scene of the barbershop, takeaway store. Yet a stereotypical white audience may instead relate to the representation of Gary Lineker.

Lineker bookends the ethnically diverse constructed advertisement, a middle-class white celebrity. Its almost as if Lineker is representative of the postcolonial 'white saviour' amongst the other ethnic groups in the video.