“男兒有淚不輕彈”，如果發生了什么不幸的事，他們應該把它裝在心里。但是，肯德基相信每個人都有難過的時候，即便是男人。
2017年6月，奧美（約翰內斯堡）為肯德基“Sad Man Meal（悲傷男套餐）”制作了三條音頻廣告《Sad Man》。這場廣告活動讓來自各行各業的普通人，逐個說出自己覺得最悲傷的時刻，比如“你討厭的人提出了金點子”、“你想給朋友看個視頻，結果它播了2秒就卡了”、“你乘電梯想上樓，結果它往樓下走”……主角以談話節目主持人的方式出現，用治愈的磁性男聲安慰每一個懺悔的人。最后，聽眾會聽到一件最可悲的事：當限量供應的肯德基“Double Down Man”套餐在1月9日下架時，這毫無疑問是最悲傷的事情。
在南非，肯德基雙層漢堡是肯德基最暢銷的漢堡之一。可想而知，當這個限時供應的漢堡從不再售賣的痛苦。所以，肯德基向消費者介紹了這一點，并鼓勵他們在漢堡下架之前把它買下來。
1
廣告腳本：
MVO: (Hesitant exasperated grunts)
ANNCR: Go on.
MVO1: When the guy you hate,
ANNCR: Mmhmm.
MVO1: …just made a good point.
ANNCR: Oh. That is sad.
MVO2: When you interrupted her too early when she said “I love youtube.”
ANNCR: That is… sad.
MVO3: When you walking with your buddy and your hands like… they touch a little.
ANNCR: Sad.
MVO4: When you call people to look at a clip on your computer and it stops playing after 2 seconds.
ANNCR: Sad, my man.
MVO5: When you get in an elevator that’s going down but you’re going up.
ANNCR: Well that’s just… um…sad
MVO6: When you say cheers and no one actually cheerses.
ANNCR: Sadnesssss...
MVO7: When Terry has to open your beer for you.
ANNCR: So sad.
MVO8: When the limited offer KFC Double Down Man Meal goes off market on the 9th of January.
ANNCR: Yes. Yes, that is… the saddest.
2
廣告腳本：
MVO1: (Hesitant exasperated grunts)
ANNCR: Please, take your time.
MVO1: When you get a high five after a date.
ANNCR: That is very sad.
MVO2: When the toilet paper tears up instead of across.
ANNCR: It makes me sad.
MVO3: When you’re a telemarketer.
ANNCR: Well... Andre… that is sad.
MVO4: When you playing tetris and that long red thin shape just doesn’t show up!
ANNCR: That’s… That’s sad.
MVO5: When your dad applauds your sensible sneakers.
ANNCR: Jamal. Jamal look at me. Those are fly sneakers.
MVO5: M’kay.
MVO6: When you’re ANGRY!
ANNCR: Why are you angry?
MVO6: I DON’T KNOW!
ANNCR: Well that is sad.
MVO7: When you reply all
ANNCR: I feel you. It’s sad.
MVO8: When the limited offer KFC Double Down Man Meal goes off market on the 9th of January.
ANNCR: That may just be the saddest thing I have ever heard.
3
資料來源：
https://www.adweek.com/creativity/kfcs-hilariously-sad-radio-ads-just-won-a-grand-prix-at-cannes/
http://www.welovead.com/en/works/details/13awgtovn
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