Creativity Brand

A Week in Creative: KFC reinstates finger lickin’ and Taco Bell ad shot by Reddit users


By Imogen Watson | Senior reporter

May 12, 2021 | 6 min read

Welcome to A Week in Creative, your one-stop shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.

KFC shares the love as indoor dining returns in the UK

KFC shares the love as indoor dining returns in the UK

As part of The Drum’s new Creative Works round-up, each week we celebrate the 10 best ads from our Creative Works section, asking our readers to vote for their favorite.

The pick of this week is #IStandWithCaster, an animation by Unilever-owned soap brand Lux that seeks to overturn Caster Semenya’s ban ahead of the upcoming Olympics.

In 2018, World Athletics introduced new legislation that banned Semenya from defending her gold medal in the 800m race at this year’s Olympics, due to her naturally high level of testosterone, the result of being born with hyperandrogenism.

Last week, the tributes to the late Nick Kamen prompted a flood of retrospectives about his starring role in the 1986 Levi’s ad by BBH.

And while Laundrette safely hangs in the advertising hall of fame, it got The Drum thinking: will ads of this era be talked about in years to come? If not, does modern-day advertising have a problem of not being as memorable (or visible) as advertising from the golden age of TV?

And so we asked notable creative directors and advertising figures from around the world, which of today’s ads will stand the test of time like Levi’s Laundrette... if any?

KFC has put the lick back in ‘finger-lickin’ good’ as the UK looks to reopen indoor dining. Created by Mother London, ‘Love You Too’ is an ode to fried chicken that features a cross-section of fans showcasing their love for the ‘secret recipe’.

Set to the Barry White Classic, You’re The First, The Last, My Everything, the spot puts KFC fans in centre stage, from a couple getting engaged and consequently married in its fast food joint, to KFC tattoos, it wants them to know it ‘Loves You Too’.

The hiatus of the classic strapline saw KFC take inspiration from other classic slogans after Advertising Standard’s Authority (ASA) received 163 complaints for ‘finger lickin’s’ violation of Covid guidelines.

One man really liked Taco Bell’s Quesalupa. So much so, that when it got discontinued in his state, he travelled over 900 miles to eat another one – a story he documented on his Reddit account.

And so, to let fans know the Quesalupa is back, Taco Bell teamed up with ‘u/Tmanowen’ and other Reddit users to create an animation film of his story.

The short, titled ‘u/Tmanowen’s Adventure’, features various animation styles true to Reddit users, from 2D to stop motion. It is also voiced by u/tmanowen himself, while the music was composed by another Reddit user.

While New Zealand and Australia have temporarily shut themselves off to the rest of the world, back in April it announced plans for a ‘Trans-Tasman bubble’ between the two countries. And so, to encourage movement on this quarantine-free travel route, their respective tourist boards got to work.

Exploring the idea that Australians have been dreaming of going to Aotearoa, Tourism New Zealand has devised a hilarious ad created in partnership with the Special Group. ‘Stop Dreaming about New Zealand and Go’ stars ‘an Australian friend’ who visits the neighboring country with his New Zealander dream buddy.

2020 was fight or (no) flight for the travel industry, with the pandemic disrupting airlines like never before. With trepidation, the UK is slowly opening back up, but with cases in India spreading like wildfire, it feels like a long time until we can travel with ease – with or without the vaccine passport.

And so British Airways (BA) has the impossible task of encouraging people to fly again, when the UK government would rather they stayed put. And so, for its first campaign in two years, BA wants to reassure its customers that they’re in safe hands when they choose to fly again, relying on a big brand campaign to pull it from a turbulent year.

Created by BA agency Team Horizon (which comprises teams from Ogilvy, Wavemaker and Hogarth), ‘You Make Us Fly’ features real BA employees, all of whom volunteered to feature in the advert.

For more creative news, please visit The Drum’s new creativity hub on the website or drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.​

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