The agency’s objective was to launch ‘So Good’ with a highly emotive thematic execution that would assign meaning to KFC’s now global pay-off line, and provide a platform to build future messaging. The ad stems from the insight that one’s sense of smell is intimately linked to memory and emotion . Driven by said insight, the commercial draws the viewer in to a captivating back to front love story. The tender sense of nostalgia is amplified by the Ellie Goudling remake of Elton John’s classic, ‘Your Song’. A very post production-intensive technique was used in the commercial. Each age transition involved copious amounts of visual effects work – the seamlessness of it is testament to the talent of the team.