Campaign - Ad of the Day: KFC ads 'Double Down' by turning everyday objects into its bunless burger

Article from Campaign here: https://www.campaignlive.co.uk/article/kfc-ads-double-down-turning-everyday-objects-its-bunless-burger/1905767

KFC has launched a campaign showing people who “see double” in everyday objects, imagining them as its Zinger Double Down bunless burger.

The campaign was created by Mother and showcases how "true believers can’t help but see the thing they love in everything”.

It follows on from the brand platform “Believe in chicken”, which launched last year, and features a series of 10-second spots, directed by Chris Boyle through Private Island, paired with a hypnotic soundtrack.

In one of the spots we see a couple looking at a double bed, which turns into the Zinger Double Down burger.

Another film shows a watch that displays the time 2.11. As it turns to the side, the two lines of the number 11 turn into the KFC product.

Similarly, another ad shows two yellow, inflatable swim rings, and a fourth features two perfumes stacked on top of each other, which slowly transform into the chicken and hash brown meal. At the end of the ads, the voiceover whispers: “When you see double, double down.”

The five films are live across online, TV, video on-demand, digital out-of-home and social channels. Media buying and planning was handled by Mindshare.

The campaign also includes out-of-home and guerrilla activations, which build on the messaging from the ads. They feature the line “Once you see it, you can’t unsee it” spray-painted in outside locations around everyday objects such as two phone booths or next to two lines on the road. 

Martin Rose, executive creative director at Mother, said: “Each film begins with a totally different look and feel to lull the audience into a false sense of security, before unexpectedly morphing into Zinger Double Down.”

Phoebe Syms, brand manager at KFC UK and Ireland, added: “Using ‘doubliminal’ messaging, we’re altering people's perspective on the world, so that whenever they see any mundane ‘double’ objects out in the wild, they immediately think of the Zinger Double Down.”

KFC and Mother London released a series of campaigns last year, including “Tower burger," “Ultimate BBQ Burger,” a pair of films promoting the KFC wrap, as well as “Believe in chicken” which became Campaign's Top film ad of the year.

Watch the films here: https://www.privateisland.tv/home/kfc