KFC creates ‘hole in my bucket’ anthem to rival the British ‘Barmy Army’
To kick off the Australian cricket season KFC has launched a new brand campaign with a new anthem named ‘hole in my bucket’, taking aim at the British ‘Barmy Army’ by creating a movement of its own, the HCG Buckethead Army.
Created by Ogilvy Sydney ‘the HCG Buckethead Army’ campaign features children, cricketers and adults from across the country wearing a green and gold camouflage KFC bucket on their heads while singing in unison the newly created KFC anthem.
In homage to the iconic ‘I still call Australia home’ Qantas ad, the hole in my bucket anthem is sung by a choir of children in a continuation of the Home Cricket Ground theme first rolled out by KFC and Cricket Australia for the 2014-15 season.
Throughout the song a voice over yells ‘dinner’ as all the Bucketheads run home from their various locations to eat a KFC meal with their families.
Shaun Branagan, group creative director at Ogilvy Sydney, said in a statement: ““Who better to take on the Poms and their Barmy Army than our own Green and Gold Camo Buckethead Army?
“We are sending out a rallying cry across this wide brown land of ours to get people to enlist, and they are… in bucket-loads. That is, until dinner is called.”
Angela Richards, CMO at KFC Australia said KFC wanted to create a movement and encourage cricket fans to don a bucket.
“That’s how the idea for The HCG Buckethead Army came to fruition. We want to extend the celebrations outside of the match and really get Bucketheads everywhere.
“There’s a potential for 24 million Australians to show their support throughout Magellan Ashes, on the street, at work or even in their own ‘home cricket ground’ or HCG.”
Across its digital channels KFC has asked Australians to upload a photo with a KFC bucket on their head before taking part in an interactive ‘bang your bucket’ game.
A Facebook bot ‘Gary Bot’ has also been created to give users trivia, jokes and alert people when the ‘bang your bucket’ game is live to help them win prizes during the cricket games.
Credits:
- KFC:
- Chief Marketing Officer: Angela Richards
- Marketing Director, Group Meals and Brand: Sally Spriggs
- Marketing Manager, Group Meals and Sponsorships: Nora-Kate O’Connell
- Brand Manager Group Meals: Belinda Thompson
- Creative: Ogilvy Sydney
- Group Creative Director: Shaun Branagan
- Copywriter: Lewis Aramayo
- Art Director: Simon Dalla Pozza
- Senior Agency Producer: Alison Chambers
- Head of Strategy: Ryan O'Connell
- Group Account Director: Cassie Poiner
- Account Director: Kate Smith
- Account Manager: Ellen Corr
- Social Strategist: Jennifer Ngai
- Ogilvy X:
- Director – Rey Carlson
- Exec Producer – Rob Spencer
- Producer – Nat McNamara
- DOP – Geoffrey Hall
- Art Director – Tom Churchill-Brown
- Editor – Michael Houlahan
- Grader – Andrew Clarkson
- Online – Hugh Seville
- Digital: Ogilvy Sydney
- Managing Partner – Michelle Holland
- Creative Technology Lead – Jason Smith
- Senior Digital Designer – Sonny Nguyen
- CX Lead – Gina Hughes
- Digital Designer – Paola Pellagra
- Digital Producer – Oriane Veron
- Ogilvy PR:
- Account Director: Stephen Maher
- Senior Account Manager: Madeleine Hanley
- Media agency: MediaCom Australia
- Sponsorship agency: Prism Sport + Entertainment
- Packaging Agency: Red Cactus
- In Store Design Agency: Design Intoto
Very, very average campaign. Trying to rival Barmy Army shows no understanding at all of cricket and what the army stands for.
User ID not verified.
is this meant to be so shit that it’s funny?? im confused…
User ID not verified.
How TF would that rival the Barmy Army? That is the most lame thing I’ve heard in months.
User ID not verified.
FFS. When are these numbskulls going to learn that you DO NOT rival the barmy army. I had the immense unfortunate to sir near the ‘Fanatic’s at a test match in Sydney a few years ago. (I believe they think they are ‘rivaling’ the barmy army…) It was reminiscent of attending a school sports day. Rah rah rah. Clap, clap, clap. ‘Aussie, Aussie, Aussie…) Jeeeeez, so reactive. Are their no creative people in agency land anymore?
Why not embrace the barmy army? Have a kangaroo bouncing along, knocking Tim’s trumpet out of his hands, which results in the army going silent and the Aussie nabbing a wicket. So many ways you could ride with the Barmy Army and embrace both sides of the support. This is vanilla, reactive, drivel.
User ID not verified.
Sorry the Barmy Army Trumpeter is not Tim, it’s Billy…
User ID not verified.
““Who better to take on the Poms and their Barmy Army than our own Green and Gold Camo Buckethead Army?
This would have to be in the top 5 most stupid things I’ve ever seen!
It’s amateur hour at its best!! Completely embarrassing at its worst!!!
User ID not verified.
A pity they didn’t have a cleaner on the campaign. Every KFC store i’ve ever been into has been filthy from the front door to the counter and into the Kitchen.
User ID not verified.
I have never seen a fisherman stick their fishing rod holders in the sand facing away from the ocean , REALLY …
User ID not verified.
I WAS IN THIS ADVERTISEMENT?
User ID not verified.
Worst ad ever. Flick to another channel every time it comes on.
User ID not verified.
I detest ads of any description but the “bucket heads” appear to be taking off, especially at the big bash. So it will probally work at test level. Are you giving out Pink buckets for the “pink” /McGrath Foundation test KFC?
User ID not verified.
A hole in my buckit – sounds like poms singing.
User ID not verified.
To whoever created this advertisement, well done! You successfully have made Australians look like an absolute bunch of flogs. Now we have the absolute brightest of our society wearing a fucking BUCKET at the cricket every game.
User ID not verified.
It’s the best what are you talking about
User ID not verified.