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.
Tags
- Classic Print
- Humor
- Cultural Truth
- Humor With a Point
- Film
