Magazine article Marketing

Adwatch: KFC - 'Deluxe Boneless Box'

Magazine article Marketing

Adwatch: KFC - 'Deluxe Boneless Box'

Article excerpt

Give me a bucket of KFC chicken legs, a cold beer and England v Trinidad and Tobago and I'm a lad in heaven. Well, I used to be. My student days are well behind me and I don't smoke marijuana any more and get the munchies. In those days, KFC (the Hendon High Street branch) was the one for me.

This ad for boneless chicken breast, popcorn chicken, coleslaw and baked beans on the side, and a large Pepsi is aimed at mums with hungry brats.

The ad looks very, very bright; perhaps it was shot in the US and dubbed, I don't know. The scenario is obvious. Johnny Rich (as he is known in the ad) is staying over at a friend's house; his mum says he's a very fussy eater. Not that original a set-up, but what really worries me is the unoriginal shooting of the products. Why do KFC, McDonald's, Burger King and Pizza Hut all shoot their food cascading down at 25 degrees and in slow motion? Is it the golden rule for every one of these fast-food companies that everything should look the same?

If you put your hand over the logos, all these ads merge into one. …

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