KFC - "Our sincerest apologies to utensils everywhere." (2023) :30 (Canada)

To the tune of "I'm all out of love," we witness a spectacular display of human disregard for cutlery etiquette. Families, friends, a veritable rainbow coalition of humanity, all shun their spoons and forks for the primal joy of finger-lickin' KFC. Picture this: a bride, in her moment of marital bliss, choosing KFC over her wedding cake, viewed through the sad, reflective surface of an abandoned spoon. It's not just eating; it's a statement. Plus that is a great shot!

This theme of seeing people reflected in abandoned cutlery deliciously spills over into print, with billboards where utensils reflect the faces of their ignorers, each bite a silent apology to the silverware. And wrapping it all up with the finesse of a napkin after a greasy meal, the tagline "Sorry Utensils, It's Finger-Lickin' Good" brings us back to KFC's tagline roots.

KFC Canada's "Sorry Utensils" campaign may be the best billboards I've seen this year. Because it's not just relatable; it's like watching humanity revert to its most basic, yet joyous, culinary instincts.

Azim Akhtar and the crew didn't just market; they orchestrated a utensil rebellion, tapping into what makes KFC not just food, but an experience. It's a cheeky nod to the brand's core – food so good, it makes cutlery weep.

The lesson for marketers? Embrace your brand's quirks, stir emotions like a soup, and craft content so engaging, it could make a spoon feel left out. That's how you don't just feed the body, but also the soul... and the conversation. However, some people just have to take the fun out of it all, by claiming racism. As Revolt reports, KFC's new "finger lickin' good" campaign is slammed for being racially insensitive. Wait, what?

“This is why it’s important for marketers/advertisers to study art history and historic ad campaigns. The print ad vs. the video came across as a caricature display of Black people. A picture is worth a thousand words. Nah, this was a miss,” wrote one person. Another individual said the fast-chicken supplier was “bringing minstrel tropes and fried chicken back in style.”

This version keeps the core message but adds a bit of wit, reflecting on human behavior with a humorous twist, all while celebrating the campaign's cleverness.

Music: Air Supply - All Out Of Love