For its first ever Christmas campaign KFC has gone all out with the launch of a musical extravaganza, sending up the schmaltz of Christmas and asking people to put aside their differences to unite over a bucket of KFC.
Taking over almost an entire ad break of Saturday night’s X Factor, the campaign highlights the brutal truth that sometimes Christmas brings out a lack of goodwill to all men.
The 2.5 minute-long advert is filmed as a musical epic complete with corresponding ‘Christmas Number 1’ style song performed by a range of humorous characters and the newly formed KFC choir.
Saturday’s launch will kick start a week-long campaign on social media asking people to tweet about someone they’d like to make amends with this Christmas alongside the hashtag #UniteThisXmas. The winning tweeter will then have their conflict resolved by starring in a new interpretation of the advert, airing during The X Factor final on Saturday 14 December, with a song specially written and performed for them by the KFC choir.
KFC marketing director Meg Farren commented: “This Christmas, we not only wanted to do something different but also wanted to stay true to what KFC is about -bringing people together over a shared great taste - whilst having fun and encouraging people to join in. We’re also really excited about using social media in this way and engaging consumers using Twitter.”
Created by BBH with media buying handled by Walker Media and social managed by Fabric Worldwide, the campaign marks a change in direction in the brand’s approach to advertising and social media integration.
David Kolbusz, deputy executive creative director at BBH, added: “We wanted to make something that stood out from a lot of ads you come to expect this time of year. The trick was to address the reality of unavoidable yuletide stress and conflict without depressing people. We decided the best way to do this was through the medium of song. A schmaltzy, sugar-coated song.”
The song is also available for download on iTunes once the advert airs.