KFC Italy presents Superglassati, a new line of fried chicken featuring an extreme BBQ sauce glaze that takes the taste experience to a level never seen before. A taste experience so intense and immersive that it sticks with you. In the truest sense of the phrase.

We introduced this new range first and foremost in a video where we took the idea of getting messy to the extreme. So extreme that we showed the target like never before: in their underwear, inside a KFC restaurant. Yep, because their clothes were so covered in BBQ sauce that they might as well throw them away along with the empty tray.

We focused on strong visuals to make the fried chicken look irresistibly tasty, emphasizing the dripping, glazed BBQ sauce with crumbs and splashes that enhance the sense of messiness.

Combined with the line “It’s time to get messy”, the key visual becomes a call to arms for anyone ready to dive in and get covered in sauce with the Superglassati.

We didn’t stay clean even on the radio, where we let a voice-over get increasingly “dirty” while tasting the Superglassati.