The iconic role of Kentucky Fried Chicken founder Colonel Sanders has been given a football-season inspired makeover as none other than Jimmy Johnson takes over the role for a KFC commercial created specifically to run across NFL On Fox programming.
The new Colonel Sanders spot features close ups of the broadcaster and former football player and coach getting dressed for the show – complete with the classic white suit, close ups of his Super Bowl rings and plenty of hairspray.
‘Attention To Detail’ repeats Johnson as he sprays his well-groomed hair.
College player and College Championship and Super Bowl winner Johnson was coach at Oklahoma State (1979 to 1983) and the University Of Miami (1984 to 1988), before moving to the NFL to be head coach of the Dallas Cowboys (1989 to 1993) and the Miami Dolphins (1996 to 1999).
He is now an analyst for Fox NFL Sunday – the Fox network’s NFL pregame show for the NFL games.
The special Fox-focused, football-themed fast food commercial first aired during Fox NFL Sunday on 15 November and will run during the show throghuout the next seven weeks.
This fun 30-second spot is the latest element in an ongoing marketing partnership between KFC parent company Yum Brands and Fox Sports.
The campaign supports KFC’s ongoing guerrilla work leveraging interest in football which primarily comes via comic content on its social channels.
Upon further review, the ref’s ruling of the deliciousness and value of my $5 Fill Up stands. pic.twitter.com/ZV66pwqCGF
— KFC (@kfc) November 6, 2015
Sadly the football-decision makers passed on my KFC goalpost design. pic.twitter.com/yp7Jq4MhGT
— KFC (@kfc) October 18, 2015
Back in 2008 KFC signed a partnership with the NFL as its ‘Official Wings Sponsor’, but by 2013 KFC was ambushing the league with its direct ‘Official Sponsor Of Couchgating’ campaigns (see case study).
Comment
This is comic and clever work from Fox’s NFL team as it leverages on an ongoing contemporary advertising topic.
Sarah Tourville of the Fox Sports’ brand activation team conceived of the idea after seeing Norm Macdonald take over the role of the KFC founder in new spots by Wieden & Kennedy, Portland back in August.
Macdonald took over the role from fellow Saturday Night Live comic Darrell Hammond who appeared in KFC ads in May as the fast food chain and its agency aimed to shake up the brand’s image.
Indeed, in four August commercials Macdonald’s odd Colonel even goes as far as to claim that Hammond’s Colonel was an imposter.
Clearly there is a chance of confusion as the role jumps from Hammond, to Macdonald and then to Johnson.
But KFC and Wieden clearly believe that disruption and provoking viewers is an effective way to attract consumer attention (even if it means polarising them).
Links
NFL On Fox
KFC Website:
KFC Twitter:
KFC Instagram:
KFC Facebook:
NFL:
Wieden & Kennedy, Portland:
