KFC continues its advertising reinvention with the tale of a tradie and his dog
Just a week after KFC polarised opinion with the release of an ad featuring Plucka Duck skateboarding down a mountain, the fast food giant has released another ad stepping away from its traditional hard sell, this time featuring the touching story of a man and his dog.
Created by Ogilvy Sydney, the ad for the Original Recipe Burger runs with the line “it’s the love that never changes” and does not feature any product shot until the final frames.
The ad traces the story of a young builder who rescues a puppy from a drain, tracing the bond they former over the years as the growing dog sticks with him as he moves around various construction sites.
Last week KFC launched its Plucka ad, which resurrected the prize-giving Plucka Duck from the 1980s variety show Hey Hey It’s Saturday. It marketed little more than an inspiring message and featured no products, ending by bringing back KFC’s famed original tagline, “Finger Lickin’ Good”.
The change in direction for the brand drew a mixed response from viewers, with some loving its freewheeling nature, while others questioned what a duck had to do with KFC.
This week the brand also launched a interactive 360 degree version of the ad on Youtube.
Derek Green, Ogilvy Sydney’s executive creative director, said the brand wanted to find a way to celebrate the burger which has not changed since it was introduced to the menu.
“We’re extremely lucky to have such a confident and brave client like KFC,” said Green.
“Together, we’re striving to push the boundaries of our ‘life should always be Finger Lickin’ Good’ platform. From the uninhibited joy of Plucka on a skateboard to the love affair between a man and his dog.”
Nikki Lawson, KFC’s chief marketing and development officer said: “We felt it was time to celebrate this fantastic burger. The result is an aspirational story about the love between a man and his dog, communicating how some bonds, and the love of the original, simply do not change.”
Credits
Client:
Nikki Lawson – Chief Marketing & Development Officer, KFC
Ashley Hughes – Marketing Director, KFC
Ruth Carberry – Senior Brand Manager, KFC
Agency:
Derek Green – Executive Creative Director, Ogilvy
Emmanuel Bougneres – Head of Art, Ogilvy
Ryan O’Connell – Deputy Head of Strategy, Ogilvy
Leigh Bignell – Executive Business Director, Ogilvy
Katie Dally – Group Account Director, Ogilvy
Kate Smith – Account Director, Ogilvy
Ellen Corr – Account Executive, Ogilvy
Director – Jason Wingrove
Producer – Josh
ProductionCompany – One20
DOP – Jason
Editorial – Jess Mutascio at The Editors
Online – The Editors
Audio Post – We Love Jam Studios
Sound Engineer- Andrew Stevenson
Agency Producer – Peter Hackforth
Media planning and buying – Mediacom
Simon Canning
Hat’s off to Ogilvy. These are great ads to stimulate the interest of different target markets, and jaded buyers. They should work their socks off. To get a big beast like this to change tack is truly excellent work.
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This is perfect for one of their main target audiences. My partner is a tradie and we saw it together and commented that it looked identical to something he would do with his dog. Really like it and I’m not generally a huge fan of fast food TVCs!
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I have to admit, this was quite a good ad. But then again, I am a sucker for ads that feature cute animals – particularly ones involving dogs.
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Maybe mumbo good to a positive insight story on how this brand is being turned around?
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I feel a bit dirty saying this about a KFC ad, but the one with the dog is brilliant.
Great job to all involved.
My only criticism is that their “Plucka” campaign is so far removed it feels like a completely different brand.
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Great ad. I suppose this rules Mitchell Pearse out of all future KFC ads.
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Wow – how long are that guys arms in the scene when he opens and closes the door. He must have go-go gadget wrists or something to pull that kind of physics defying move.
Good ad though.
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Kudos to KFC and Ogilvy, they’ve been able to tap into the emotional aspect of consumers and make the KFC brand more light hearted.
Enjoying KFC’s shift away from the player/team endorsements & oversized fatty food placement ads. This Ad is definitely better than the Plucka Duck ad.
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How’s the wing span on this guy?
Opens and closes the passenger door so effortlessly.
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It is an excellent ad, with a wonderful composition and a first class ending.
This is good simple story telling, which is where the “state of the art” begins and ends. Now all that is needed is something, indeed anything, to convince film makers that simple story telling is the key to the great ideas cupboard, and we will be on the way to success in that industry too.
I know it is an “old school” kind of thing to say, but this story telling approach has been missing for some years now, Welcome Back!
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I guess the dog commercial was good (story) but what was the target audience? PS I am no fan of dogs so did not appeal to me personally.
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I think both ads are very clever. The pup and his saviour’s story tug at the heart strings, while the Plucka ad is hilarious… He is living free and easy, skating down a hill, so happy he ain’t a chook! Astute in my eyes.
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