Why Absurdist Humor Works: The KFC and Ogilvy Shinjuku Experiment
KFC just took a very Japanese idea and made it work for Australia.
KFC just took a very Japanese idea and made it work for Australia. The brand’s new Sweet Tokyo Chicken spot was shot in Tokyo’s Shinjuku district with director Hiroshi Kikuchi and a full local crew. The ad tells a wordless love story between a piece of chicken and a teriyaki sauce bottle, complete with cheering sesame seed children, then pivots to an Aussie couple on the couch.
The campaign runs across TV, streaming, online video, outdoor, audio, activations, and social, with clues that send fans to secret Sydney locations for free product. It is bold, fast-cut, and knowingly weird. It is also a smart read on how humor travels across cultures when you commit to the craft and the context.
The strategy behind the silliness
There is a massive humor gap in Asia Pacific. While 89% of consumers say they are more likely to remember funny ads, only 17% of brands’ offline ads and 14% of online ads use humor at all. That gap is a clear advantage for any brand willing to be playful. Humor also acts as a memory magnifier, helping ads stick in the brain and improving long-term results, a point reinforced by work linking enjoyment to marketing effectiveness and creative awards.
Right now, there is less competition, too. Since 2020, the share of ads using humor has fallen to 34% globally. Many teams got cautious during the pandemic and stayed that way. This creates white space for brands that can be funny without being careless.
What KFC borrowed from Japan, and why it works
Ogilvy creative director Shaun Branagan put it plainly: “The fast-cut result is very typical of Japanese ads, and the kind of all-in approach we know KFC’s fans will love.” The team shot on location in Shinjuku and used a renowned Japanese director to keep the style authentic. That production choice matters. Ideas travel better when the craft matches the culture.
Japanese advertising leans on soft selling, meaning it aims to create warm feelings rather than list product facts. Spots are short, roughly 16 seconds on average, and often use fantasy, animation, and cute characters. Visual humor crosses borders more easily than wordplay, which is why about 45% of ads rely on physical comedy or strong visuals. KFC’s chicken-meets-sauce plot needs no translation. You get the point in three seconds.
KFC also extended the gag into real life. The campaign added a surprise vending machine in a secret Sydney spot with social clues guiding fans to it. That turns a passive laugh into active participation and earned attention, especially on social media.
Not everyone loved the approach. Some observers argued that leaning into Japanese stereotypes felt predictable. That is a fair caution. It is a reminder that cultural comedy needs clear guardrails and local testing.
Why APAC leaders should care
Humor is not just a click trick. In Asia Pacific, 82% of consumers are more likely to buy again from a brand that makes them laugh, 81% will recommend it, 76% will choose it over a rival, and 67% will spend more. There is pricing power, too. Even if they must pay more, 76% would still pick the funnier brand. And the relationship stakes are real. More than half of the people in the region do not feel connected to a brand unless it makes them smile, and nearly half will walk away if it never does.
The timing is good. Asia Pacific ad spend grew 7.5% in 2024 to US$289 billion. Digital already takes 76% of budgets and is projected to reach 82% by 2029. In this crowded, mobile-first world, short, fast, funny work is more likely to cut through. Consumers are open to it on social as well. 74% would follow a brand that is funny, yet only 12% of leaders say their brand is funny on social. 68% would open a funnier email subject line, but only 21% of teams try it.
So why the hesitation? 90% of leaders think they could do more to make customers smile, yet 76% worry about using humor in customer interactions. Many also feel limited by a lack of data tools to test and measure it. Those are solvable problems.
A simple C-suite checklist for cross-cultural humor
- Tie the joke to the product truth. Thailand’s Axe “angels fall” idea linked humor directly to attraction. Chaindrite’s termite ads used visual absurdity to show product power. Funny works best when it makes your core benefit easier to remember.
- Prefer visual humor when crossing borders. It travels better than puns or sarcasm, and it works in short formats.
- Invest in production authenticity, not just the idea. KFC shot in Shinjuku with a Japanese director and aesthetic. That signals respect and avoids a “tourist” feel.
- Keep it tight and fast. Japanese-style cuts and short runtimes match how people scroll on TikTok and Reels.
- Extend the joke into the real world. Use simple activations that invite participation, like treasure-hunt clues or pop-up moments fans can share.
- Set cultural guardrails. Pre-test for stereotypes, check with local partners, and adjust. The line between tribute and trope is thin.
- Measure both memory and money. Track recall and enjoyment alongside repeat purchase, recommendations, and price acceptance.
Longer view: humor plus cultural depth creates moats
Absurdist humor can win the moment. Cultural commitment wins the decade. Japan offers two proof points. Kit Kat became a national habit by connecting its name to “Kitto Katsu” (you will surely win), building seasonal campaigns, and creating more than 400 local flavors with strong regional ties. KFC itself helped create a Japanese Christmas tradition by positioning fried chicken as the festive meal, a shift built over years of smart, sensitive marketing.
The KFC Sweet Tokyo campaign is not a template for every market. It is a reminder that when you respect local codes and keep the brand at the heart of the joke, humor can do serious work.
If your brand has gone quiet on funny, now is a good time to rethink. Consumers want it, competitors are cautious, and the digital noise only gets louder from here.
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