What I love most about this spot, and where my strengths lie as a director (and let’s be honest, my humour as a whole), is that it gets to take itself seriously. But it’s in that very devotion to the idea that we find the humour. It’s where we commit to the bit with our triggers, where we beat the dead horse with our reaction shots.
This is a universal feeling. We shouldn’t lead a horse to water. If we do this right, if we trust that everyone watching has felt this themselves — we get that perfect payoff of a slow build to our KD reveal. We let them in on the hunger early, but it’s the why behind that hunger, explained through our flurry of reminder triggers, that creates the “ah-ha” moment. The payoff comes when the viewer realizes that only KD will solve it.
Think with me for a moment about what it feels like to have an intense hunger craving:
It creeps up on us. It starts slow, but it builds. It erodes our resilience and frays our temper. What was once easy to deal with or shrug off becomes a gnawing annoyance. It slowly begins to consume our every thought. We become irrational. We get distracted. We fucking panic.
Until we get that thing we want to eat.
Then it all seems too silly in retrospect, while our friends laugh at us, secretly knowing they’d probably be exactly the same.
This is how it needs to feel when we watch this. In our moment of hunger, it’s serious business. It’s primal, hardwired into our circuitry.
The audience shouldn’t just sense that — they should feel it themselves.