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Creative Director’s Choice gives creative directors a chance to highlight the best work and spotlight campaigns that are making a difference.

This week, Saatchi & Saatchi London creative director Franki Goodwin talks about the short-lived brilliance of KFC's 'Finger Lickin' Good' OOH ads.

Franki Goodwin
Franki Goodwin, creative director at Saatchi & Saatchi London

Across the industry, campaigns are being put on hold, shoots cancelled and endless crisis Zoom meetings are being held to manage the fallout of this unprecedented and awful situation.

So at this point, I hope it’s forgivable to think of KFC as one of the lucky ones. Because Mother’s finger-lickin’ film and masterful OOH got a week in the world before Covid-19 took hold and the stark, germ-ridden reality of eating fast food in a public place with your bare hands took over from the warm, deliciously greasy world the work evoked.

Instantly, we are transported to the end of a really good night out; not too pissed, in a vibey little American chicken joint. Outside, rain beats down. Inside, the smells of really great chips waft as schmaltz and chicken juices slide down your surprisingly attractive forearm.

Pretty powerful for two words and one perfectly composed photograph.

I’m going to write that again. Two words. One photograph.

There’s not even a vector logo graphic on the posters. Not even a tiny one in a consistent placement with a cheeky hashtag. It’s pure, minimal, perfect. In a world of best practice guidelines telling our clients when and where to put logos, it’s a blessed relief that this can still happen.

The ads have been pulled for now, but KFC says they’ll be back. And I do hope they see the light again – when the simple pleasures portrayed, unbelievably now prohibited, can be enjoyed once more.

Franki Goodwin is creative director at Saatchi & Saatchi London.

See the work by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

: 'Finger Lickin' Good'

Date: February 2020
If the sight of someone licking their saucy or salty fingers after a meal sets you over the edge then you may want to skip KFC's latest ad, which celebrates the deeply satisfying post-KFC finger lick. 
The Kentucky fried chicken connoisseurs have unveiled a spot from longtime agency Mother, designed to help the UK remember just how 'Finger Lickin' Good' its food is. 
Putting the famous slogan back at the heart of its creative, KFC's latest TV push sees Chopin’s Nocturne op. 9 No.2 reworked, featuring a montage of diners licking some variation of 11 herbs and spices off their digits. The classical melody is punctuated by one final slurp on an index finger. 
A content series of finger lickin’ etiquette is to follow online. OOH executions will also spring up around the UK. 
Strategy: Mother
Creative: Mother
Media: Mindshare 
Production Company: MJZ
Director: Nicolai Fuglsig
Producer: Tim Wild
DOP: Molly Manning Walker
Edit House: Final Cut
Editor: Rick Russell
Post - Black Kite 
Producer: Tamara Mennell 
Colourist – Richard Fearon
VFX Lead – Dan Sanders
Sound: 750mph
Engineer: Sam Robson
Music: Adaptation/re-recording of Chopin Nocturne op.9 No.2
Arrangement: Ilan Eshkeri 
Photographer: Sam Wright
Producer: Charlotte Dale
Agency: Siobhan Squire
Retoucher for CRAVE work: Dennis Post Production
Tags: UK, kfc