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Kfc Lids Commercial

In: Social Issues

Submitted By reinier918
Words 559
Pages 3
https://www.youtube.com/watch?v=vBAUWhiGnQU
Advertising
Professor Huetteman
KFC 2015 “Lids” Commercial

For Pair Assignment #1, I had originally agreed to work with another student named Sarah in our class; however she has just informed me that she will no longer be taking this course. Although she is not working on this assignment with me, we did have time to discuss several advertisements that have recently caught our attention. One that we both really enjoy is a Kentucky Fried Chicken commercial that is currently airing on television. This commercial shows a mother and father as they are about to prepare a rotisserie chicken dinner. As they peel off the plastic covering, they look around to see their unhappy children who are evidently bored of this leftover-grocery-chicken-rut. The plastic lids from the rotisserie chicken are seen all over the house; used in the son’s arts and crafts, as a plant holder, and even a robotic dress-up costume for the little girl. Embarrassed looks are exchanged between the young, attractive parents, and the rotisserie chicken is pushed aside by a large bucket of Kentucky Fried Chicken. The commercial then ends showing the happy family laughing and smiling as they pass around the well-known KFC dinner.
This commercial attracted us both with its funny, light-hearted feel. It seems to poke fun at the typical middle/low-class families and the perpetual question of what to prepare for dinner each night. I personally identified with this commercial for several reasons. My mom is a huge fan of the grocery store rotisserie chicken. Those things can turn into countless variations of leftover dinner concoctions. Similarly, my mom will find a craft or project out of anything from shoe boxes, to Chinese takeout containers, to toilet paper rolls. This commercial acknowledges that “mom-like behavior” of getting in a monotonous dinner routine that kids roll their eyes at. With this commercial, KFC suggests that families switch it up and treat themselves to this delicious bucket of fried chicken and their classic home-style sides. Focusing on family meals, I think that the target audience here is most likely young parents who value family time. It targets the working parents who do not have extensive amounts of time to prepare a meal and those middle-class families who prefer something relatively cheap and easy to serve.
The advertising agency for this commercial is Foote, Cone, Belding, & Draft aka DraftFCB. Draftfcb is one of the largest global advertising agency networks and has won many awards for their creative publicizing. Although this specific commercial has not yet won any awards, it has been highly praised by viewers. Draftfcb states its mission statement as: “being a human organization committed to world-class performance expressed by brilliant ideas that change consumer behavior. This is the agency we strive to be, one that is built on three equally important pillars: People. Product. Performance” (Global). This agency was founded in 2006 and now has 150 offices worldwide. Its key markets are in US, India, Greater China, South Africa, Middle East, Brazil, UK, and Germany. Some of its international clients, to name a few, include Kraft, Sony, EA, Nestle, and many more.

"Global Accounts Centre Tracking Brands, Agencies and Business Wins." Draft FCB. M&M Global, n.d. Web. 22 Jan. 2015.

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