South Africa, Nov. 11 -- If you've got to shift widgets, then you need some call-to-action material and executions, as well as pitches which shamelessly focus on money.

To do otherwise means risking the wrath of the bean-counters who will want to tut-tut about the ROI.

It takes a brave brand - or one which is so established that it is comfortable in its own skin - to move off into the world of emotional storytelling. especially when the story being told is more suited to a family soap opera than a commercial pitch.

The Orchid: Connection between family and food

And, while KFC has done plenty of emotional ads in the past - when the connection between people, family and food has been emphasised - its latest pushes the storytelling bound...