Steering clear of the greasy finger licking usually associated with KFC, Havas Paris has unveiled its first work for the chain in France – a funky ode to its crispy chicken.
The agency is plugging KFC’s ’timeless crispiness’ in its debut TV ad for the chicken shop, complete with its own onomatopoeic soundtrack.
The first scenes take viewers directly to 1952, the year KFC was founded. The audience then finds themselves in the heart of Kentucky, at the side of Colonel Sanders who is busy in his kitchen. With some flair, he prepares a bucket of tenders that will travel through time to 2021. As crisp as ever, his recipe winds up pleasing two youngsters in a KFC drive-through.
Directed by Vincent Lobelle, the 45-second film is carried by an original score titled ’Crispy’, which was produced by HRCLS, Havas Paris’s integrated production house. The track links the past and the present and will become a common thread in the KFC France’s campaign throughout the year.
The ’Crispy’ media plan also includes a poster campaign, product films and social activations, with buying by Carat France.
Havas Paris won over KFC France last November following a competitive pitch. The work marks the first from KFC in the country since splitting with longtime agency Sid Lee. Havas will support KFC in doubling the number of restaurants it runs in France to 600 over the next five years.
In the UK, KFC and its agency Mother quickly ditched its ’Finger Lickin’ Good’ brand proposition in the wake of the pandemic, pivoting with a cheeky campaign that censored the famous brand trademark.
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