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.”
Nikki Lawson – Chief Marketing & Development Officer, KFC
Ashley Hughes – Marketing Director, KFC
Ruth Carberry – Senior Brand Manager, KFC
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