Adwatch: KFC - 'Mini fillet burger'

by Leon Jaume Executive creative director, WCRS, Marketing 23-Feb-05, 17:03

I have always been partial to advertising that gets on people's nerves. (No surprise to anyone who has seen our reel recently.) While I accept that not all good ads are irritating - or irritating ads good - I largely accept George Lois' claim that 'Any ad that doesn't create a ruckus is a lousy ad'. So, like a fly to a road-kill, I was drawn to number 16 in this week's Adwatch table: KFC. Ordinary people in mundane situations exchange pleasantries through the medium of full-on, soul-diva belting. A simple 'no' in response to a chap's request for a nibble of his friend's chicken burger, takes about 15 seconds.

It has curled a few toes since its first airing, but what seems to have particularly alarmed some is that it comes from Bartle Bogle Hegarty, the agency renowned for delightful ads that caress you into submission, rather than thump.

Interestingly, BBH's initial work for KFC followed its traditional style pretty closely, with simple, nicely shot stuff and a great soundtrack.

Many ad people sighed with relief at a pleasing transformation from the brazen nastiness of earlier KFC fare and silently thanked BBH for further gentrification of the evening ad break. But then it all went horribly right, and on came the singers, gasps of distress and Kentucky Fried Turkey.

The latest campaign, however, is infinitely superior to its predecessor for two reasons: not only is the advertising more noticeable, but so are the products. The old stuff rapidly became feelgood brand advertising, whatever product was being featured; the new campaign makes you remember the Mini Fillet and the 99p price tag. A useful trick.

So I say 'pah' to the tender sensibilities of those people in our business who would prefer to potter home and doze in front of their television sets as waves of pleasant advertising, some of which is their own, lap gently over them. I also say watch out for George Lois, who said: 'Advertising is poison gas. It should absolutely attack you. It should rip your lungs out.' Good old George, I bet he likes the KFC campaign.