“男儿有泪不轻弹”，如果发生了什么不幸的事，他们应该把它装在心里。但是，肯德基相信每个人都有难过的时候，即便是男人。
2017年6月，奥美（约翰内斯堡）为肯德基“Sad Man Meal（悲伤男套餐）”制作了三条音频广告《Sad Man》。这场广告活动让来自各行各业的普通人，逐个说出自己觉得最悲伤的时刻，比如“你讨厌的人提出了金点子”、“你想给朋友看个视频，结果它播了2秒就卡了”、“你乘电梯想上楼，结果它往楼下走”……主角以谈话节目主持人的方式出现，用治愈的磁性男声安慰每一个忏悔的人。最后，听众会听到一件最可悲的事：当限量供应的肯德基“Double Down Man”套餐在1月9日下架时，这毫无疑问是最悲伤的事情。
在南非，肯德基双层汉堡是肯德基最畅销的汉堡之一。可想而知，当这个限时供应的汉堡从不再售卖的痛苦。所以，肯德基向消费者介绍了这一点，并鼓励他们在汉堡下架之前把它买下来。
1
广告脚本：
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
广告脚本：
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
资料来源：
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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