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Timeless Ideas

FCK

Brand:
KFC
Agency:
Mother London
2018Classic PrintPrint advertisement

Timeless principle

In a crisis, honesty and wit travel further than defensiveness.

The idea

Rearrange KFC’s own initials into a blunt apology after the chain runs out of chicken.

Why it works

The altered bucket expresses frustration before the copy explains anything. KFC accepts the absurdity of a chicken restaurant without chicken and speaks in the audience’s language. Humility makes the apology feel human without minimizing the failure.

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