KFC captures viewers' attention with unexpected offering

KFC has swiped the top spot in the January Adwatch chart with a TVC for its latest addition to the menu, the newly-launched fish sandwich. Created by BBDO Malaysia, the commercial with the tagline 'It's Big!' uses an Eskimo theme and highlights the fact that KFC is now offering a wider range of products. A 10-second teaser ad was initially launched, followed by a full 30-second version. Red Bull entered the chart in 19th place with a spot entitled 'Snatch', which was aimed at promoting its new less-sweet variant. The Sil Ad-developed TVC plays on the dual meaning of the new product's tagline -- 'Not so sweet' -- which describes both the new drink, which has 25 per cent less sugar, as well as a deceptively demure-looking girl in the spot, who stops a thief from stealing her handbag by throwing a can of Red Bull at his head. "'Snatch' introduces a storyline that is a little more unconventional, with a twist of dark humour thrown in," said Sa'ad Hussein, Sil Ad's creative director and managing director. A campaign for the upcoming Malaysian F1 crept into 18th place with a TVC created by Bates Asia. The ad, running in regional media in Malaysia, Singapore and Indonesia, was timed to promote the upcoming Formula One Grand Prix, taking place on March 17 in Kuala Lumpur. The ads target racing enthusiasts in the Southeast Asia region. Meanwhile, Malaysia's top three telcos -- Digi, Maxis and Celcom -- stepped up their battle for consumers in January, largely dominating the top half of the chart with ads promoting their range of 3G, post and pre-paid services. KFC might be better known for its fried chicken, but its new fish dish got audiences hooked. Amy White reports