KFC lays a rotten egg with its ads showing humanity’s nastier side
THERE doesn’t seem to be much eye-catching ad work around at the moment, so we’ll just do some Onions this week.
I know KFC is going to get accolades for its latest campaigns (the TV ad with the little girl “stealing” a boy’s milkshake is already a Loerie award finalist) but I am worried that they all have a little nasty edge. Now I know that many people would suggest I get a life or a sense of humour, but I would be concerned that a brand is selling itself on the premise that its products are so good that people are willing to shelve their basic human dignity for them.
We’ve all seen the milkshake ad – some love it and others hate it. It may be in fun, but it does give the nod (however small) to cheating. And the KFC Twister ad, where a gorgeous blonde stomps all over the heart of the office nerd, will probably also get giggles from those who have laughed at those different from themselves.
The latest in the twisted attitude series is flighting on TV at the moment. We see a young man sitting with his girlfriend at a lover’s rendezvous point. (To digress slightly: where, you ask yourself, would this happen in reality in this country? The young lovers are more likely to be confronted at gunpoint before being robbed and raped – but hey, this is advertising …) As the man unwraps a tasty KFC meal with his date looking on expectantly, he turns to her and asks if she is hungry.
When she answers yes, he tells her she should get one of these meals on the way home. Then he seems to mentally slap himself. He’s forgotten. His manners? His chivalry? No, dude. His jacket in the car. Date looks stunned.
Great message, people: get KFC and totally ignore everyone around you. I know this message is exaggerated for effect but I would rather my family brand be a little more closely associated with those oft-maligned family values.
So it gets an Onion. And, really, we know guys are very, very stupid. But, trust me on this one, no redblooded straight man with a pulse would opt for some limp overcooked fast food instead of that gorgeous blonde.
A colleague points out that the latest Nissan Navara ad – which shows the macho bakkie towing about five things behind it (to demonstrate its power and versatility) – is showing something illegal.
As a caravanner of many years experience, he says this would get you arrested (assuming there were traffic cops around and assuming they knew the law – not always a given in both cases). And even though Nissan might point out that the ad is only fantasy, I agree with him that some clown out there might try it anyway, with tragic consequences.
So Onion for you on this one, Nissan.
writes: I think this week’s Orchid should go to Mercedes-Benz for its beautifully coordinated television ad with the bull and the ballerina. I trust no ballerinas were harmed during the filming of the commercial. A rotten Onion to the horrible, noisy Heineken beer ad with the screaming women and their equally vociferous men. It is too loud and extremely irritating. I change channels when it pops up.