KFC extends 'So real' campaign with Fruit Chan

HONG KONG: KFC has taken the next step in its 'So real' campaign, hiring independent film director Fruit Chan, known for his cinema verite style, to direct its latest TVC, which partners singer and actress Miriam Yeung with local pop star Justin.

In the ad, Yeung, known for her easy-going nature, is shown starring in a film alongside Justin where she is having trouble convincing the director that she can portray anger realistically. Eventually, the director gets the reaction he was after by asking Justin to steal Yeung's last piece of chicken as the crew tuck into a KFC bucket during a break.

"The approach is quite unexpected in the fast food category in Hong Kong," said Iris Lo, M&C Saatchi Hong Kong's ECD. "We tried to display the more genuine side of things."

Emily Wong, senior marketing manager of KFC's local franchisee, Birdland, said: "The two young popular celebrities Miriam and Justin will further enhance KFC's brand image of being genuine and real."
The ad, which was due to break in early May, is the first TVC for KFC from M&C Saatchi since winning the brief earlier this year. MindShare worked on media for the campaign, while A-World Consulting handled PR.

The underlying theme of the ad is that 'the taste of real chicken ignites the real you', while print and outdoor extend the idea of 'igniting the real self'. As part of this, giant digital displays will be put up in KFC's major outlets in the city, where customers can submit what they really want to say and have these phrases posted up on the display.