Video Link:
https://www.youtube.com/watch?v=UJdUSxFbJbw
Website Link:
http://www.kfc.com/corsage/
It’s prom season again, and what
better way to surprise your date with other than an original recipe chicken
corsage from KFC. Yes, I’m serious. Instead of flowers that will wilt and
eventually die, you can buy a chicken corsage that “will make her eyes light up
and her mouth water.”
In 2014, KFC launched the media
campaign, “How Do You KFC?” According to the company, the campaign is an
invitation to consumers to rediscover the KFC brand and the delicious food.
They want the campaign to inspire fans everywhere to share what they love about
KFC and how it fits into their lives. The company is hoping for the
professional commercial spots to inspire consumers to create their own
videos—some of which KFC might feature in the future. The “#HowDoYouKFC” ad
campaign is part of a larger campaign that also includes new uniforms,
packaging, in-store greetings, and displays.
The 2-minute KFC Original Recipe Corsage
commercial (see link above) begins with a teen standing
outside his date’s house in a tuxedo, holding a brown box with a pink bow. The
girl’s parents let him inside where he awkwardly sits waiting for his date in
between her mother and father. When she is finally ready, she comes downstairs
and places the white flower boutonniere on his suit jacket. He then presents
her with her corsage—a KFC original recipe chicken leg, surrounded with a bed
of baby’s breath. The spot ends with the couple dancing at prom. The boy leans
in for a kiss, but instead, the girl takes a bite of her KFC crispy chicken
corsage.
When you first watch the
commercial, you really have no idea that it’s for KFC, until the boy pulls the
corsage out of the box and says, “It’s original recipe. I know how much you
like original recipe.” There isn’t much dialogue in the spot, but it shows how
their prom night proceeds from awkward to fun. I think this commercial was hilarious
and it makes me feel nostalgia for high school prom. The spot humorously shows
how KFC is relevant in people’s lives—even high school students going to prom!
I have to admit, when I first saw this I thought it was a joke. It's so absurd I thought there was no way they would come out with something like this because, quite frankly, what kind of girl wants that? After some thought, however, I think its a hilarious substitute for the traditional corsage. For people who are going to prom as just friends I think this is a hilarious route to take. I think it goes really well with the brand character of KFC and its a great way to make light of a somewhat intimidating situation for those attending their first prom. Well done, KFC.
ReplyDeleteI think this is a clever and funny way to approach that KFC has taken in advertising. A lot of the times I believe that those companies in the fast food industry are too busy introducing their next big meal or deal, that they forget that people often respond well to humor. Launching the campaign with a corsage with a chicken leg is entertaining, and also implies that the audience should be just as creative in their use of KFC – for their #HowDoYouKFC. I think this new and refreshing approach to KFC which will be beneficial to the company in the long run.
ReplyDelete