“Summertime, and the living is easy. Fish are jumping, and the cotton is high.” Well, that is the idea, but, as we know only too well, British summertime is often a different story.
Enter a new summer campaign from KFC, introducing its Ultimate BBQ Burger that profiles both the burger and the, er, “excellent” weather.
Led by a new film, directed by Sam Pilling through Magna, the archetypal images of perfect BBQ conditions are flipped to be something that is actually more and more likely, rain, rain and more rain.
The campaign, devised by Mother, focuses on scenes that showcase a more common reality of summertime Britain, at a time of the year when most brands are portraying idyllic blue skies and endless sunny weather.
As the official blurb states: “By elevating a reality common for most of the UK in a joyous film, that actually celebrates the different weather conditions experienced in Summer. The aim is to champion the inner pleasure of a great BBQ burger, come rain, or come rain.”
Backed by Michael McDonald’s I Keep Forgettin’ (Every Time Your Near), the ad opens with a young woman striding down a high street at night, when the rain starts… Unperturbed, she breaks into a dance as the rain gets heavier and heavier, ultimately joining her friend in a bus shelter as they both tuck into KFC’s New Ultimate BBQ Burger, which features the original recipe chicken fillet, cheese, crispy onions, fresh lettuce, and burger dressing smothered in sweet and sticky BBQ sauce, all topped off with a brioche-style bun.(Feeling peckish yet?)
The film will run on linear and VOD nationwide, backed by outdoor, in-restaurant and social activity.
KFC head of advertising and retail Leo Sloley said: “For most of us, the BBQ season brings to mind gatherings in gardens, complete with the unpredictable weather and food. At KFC we know a thing or two about doing BBQ the right way and are all fired up for fans to try the new Ultimate BBQ Burger this season – whatever the British weather brings.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, this is in a different league to the recent Twister Wrap push, which tried to convince consumers that you could have a KFC for lunch and still get on with your work.
The soundtrack helps, of course, but this ad is a far more classy affair and a classic twist on the traditional “let’s have fun because summer is here” nonsense…
Decision Marketing Adometer: A ‘this really is finger lickin’ good’ 10 out of 10
