KFC is replacing those somewhat weird commercials featuring Darrell Hammond with a brand new set of somewhat weird commercials featuring Norm Maconald as the “real” Col. Sanders.
The KFC guy said the response to Hammond’s ads had been “80 percent positive, 20 percent hate it,” which was okay, because previously everybody had been indifferent about KFC. I think this is a prime example of doubling down on an idea that wasn’t that good to start with.
I thought the Darrell Hammond colonel was weird, and I’m sure Norm will ramp up the weirdness. But I don’t hate the idea. KFC is saying, “you thought *that *was a bad idea? Wait til you see this…” And it might be funny. To be honest, a Chris Rock colonel has a lot of potential to be hilarious.
The knowledge that Harland Sanders was a real person and he died in 1980 kind of puts me off this whole campaign. Reviving a fictional character is one thing. Hiring actors to impersonate a person who died - and making jokes about it - seems in poor taste.
The use the fry oil too long, and they let the chicken sit for too long under the lights. Not only that but KFC is not very good at checking and enforcing their rules, so both get even longer under a cheap-ass manager.
Here’s what I think Norm’s persona is going to express: “Yeah yeah you and I both know that I’m Norm MacDonald in a hideous white suit, but hey, whaddya gonna do.”
I really liked the Darrel Hammond ‘Colonel Sanders-as-semi-senile-old-coot’ ones, but I didn’t think for a second that campaign would be successful. Smart, clever, original ads never sell product. I have to say I love these Norm Macdonald meta-ones even more*!* Sooooooo, I don’t know what. Other than now I want some chicken…
Also I’m amazed that Macdonald is a much more passable Col. Sanders than I was expecting him to be*!*
The point was to get a reaction. The point was to go viral, to get people to talk about it on a message board. They don’t give a shit what your response is – “that’s weird” “that’s hilarious” “that’s dumb” – marketing has kind of moved past that. A lot of brands these days are like that kid in elementary school that would eat an old jar of mayonnaise for a buck. If you paid attention to them, they would do anything.