KFC: advert-body-2 by Wieden + Kennedy Portland

Actors including Rob Lowe, Norm Macdonald and Jim Gaffigan have all taken turns playing KFC’s iconic Colonel Sanders, but the latest man to land the role is one who’s still waiting for his big break.

The fried chicken chain has purposely casted someone who lacks star power to play the mascot in its latest TV push, which is promoting KFC’s “value” meals, like its $5 Fill Up combos and $3.99 pot pies.

According to a tongue-in-cheek press release, KFC strategically decided to save money on the campaign by casting “unknown actor” Christopher Boyer as the Value Colonel instead of a celebrity, a move that’s allowing it to “continue to offer complete meals that won’t break the bank.”