Love them or loathe them, there is no denying KFC’s “Believe” ads have made a huge impact, with surreal, cult-themed spots designed to position chicken as a modern object of faith.
But this week the brand is taking a far more subtle and minimalistic approach, bringing in YouTube star Frank “Virtual Grandad” Watkinson, who has amassed 1.2 million subscribers and specialises in Johnny Cash-style stripped back versions of classic tunes.
Shot by music video director Jonathan Alric to promote KFC’s Tenders & Dips range, “Surrender to Tender” avoids showing any product imagery, until the very last moment, and instead offers a one-shot take of our Frank plucking his guitar gently against a (KFC red) curtain.
According to the official blurb, as he delivers his version of The Cranberries’ Tender, “this unexpected softness makes you feel like the chicken tastes, bringing tenderness to the forefront”.
KFC brand manager Meg Stigant said: “At a time when the nation is feeling the tension, we wanted to gift them a real respite. Everyone could do with a bit more tenderness in their lives, and as demand for boneless chicken continues to grow, we wanted to create a distinctive way to introduce our new Tenders & Dips range with bold creative that’s unmistakably KFC.”
Mother executive creative directors Derek Man Lui and Tomas Coleman said: “Tenderness isn’t weakness. It’s the bravest thing we can offer ourselves in an increasingly hard world. It felt like an idea that couldn’t be explained, so we made you feel it, with Frank’s soothing voice serving as the ultimate tool in making us all believe in chicken.”
So, what is the consensus around the Decision Marketing office?
Well, who doesn’t like a bit of Frank “Virtual Grandad” Watkinson? Quite how he feels about being “the ultimate tool in making us all believe in chicken”, though, is another matter. No doubt a large pay cheque would help.
But strip back all the official blurb and you have another classic ad from Mother. And that, dear readers, is not to be sniffed at…
Decision Marketing Adometer: A “love me tender” 8 out of 10
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