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.
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.
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!
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.
Maybe mumbo good to a positive insight story on how this brand is being turned around?
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.
Great ad. I suppose this rules Mitchell Pearse out of all future KFC ads.
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.
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.
How’s the wing span on this guy?
Opens and closes the passenger door so effortlessly.
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!
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.
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.