KFC Canada has cooked up a cheeky new advertising campaign celebrating the joy of eating their finger lickin’ good chicken with your hands. The new campaign was led by Creative Director Dhaval Bhatt from the Agency Rethink.
Centered around a 60-second commercial and billboards spreading across the country, the campaign leans into KFC’s iconic tagline to highlight the pure joy of eating their chicken with your hands.
The commercial opens with the iconic hit, “All out of Love,” by Australian duo Air Supply, playing in the background as a diverse cast of characters sits down for a meal. As each person eagerly digs into their KFC bucket, they pause, considering the fork and knife beside their plate. Shrugging, they cast the cutlery aside and start tearing into their chicken with grinning satisfaction.
We see friends giggling over their casual disregard for manners, coworkers bonding as they free their fingers for licking, and family members raising eyebrows at the dinner table. Throughout it all, the abandoned utensils look on helplessly, their pristine shine fading as they lay forgotten.
The ad captures the wonderful communal experience of eating KFC with your hands. No one can resist that first bite, when the crispy crust and savory juice send all pretense of etiquette out the window. Against the rapturous bliss on each chicken enthusiast’s face, the stern utensils seem silly and superfluous.
As the music crescendos, different pairs of hands joyfully bump together in a finger-licking celebration. KFC brings people together by indulging our primal desire to cast off conventions and get down to finger-licking business. The ad closes by panning across licked-clean fingers as the phrase “Sorry utensils, it’s finger lickin’ good.” appears on the screen.
The campaign extends to billboards showing KFC buckets with the tagline “Sorry Utensils, it’s Finger Lickin’ Good.” The cheeky copy reminds customers that KFC is all about unbridled chicken enjoyment, propriety not included.
This disruptive campaign taps into the universal pleasure of tossing aside manners and partaking in finger food. KFC celebrates the chicken experience that brings us back to childhood simplicity, sharing joyful abandon with family and friends. The message comes through loud and clear: their chicken is just too good for utensils.
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