Every Fourth of July, Americans do two things: blow stuff up and eat with their fingers. According to the US Consumer Product & Safety Commission, 1 in 3 firework injuries affects fingers and hands.
For KFC, a brand obsessed with bringing people Finger Lickin’ Good fried chicken, that puts way too many people at risk of not being able to eat fried chicken as it should be enjoyed.
So on the most dangerous day of the year for fingers, KFC is launching an irreverent PSA in partnership with the feature film jackass: best and last to save those fingers.
Starring Johnny Knoxville of jackass fame, this spot–directed by Jeff Tremaine via MAGNA Studios and created by Highdive–this tongue-in-cheek holiday safety message delivers five important firework safety tips in an effort to help people think twice before accidentally injuring even a thumbnail.
As Steven Fogel and Doug Fallon, executive creative directors at Highdive, explained in a joint statement: “Nobody owns fingers quite like KFC. So when we learned the Fourth of July is America’s biggest day for finger injuries, we saw an opportunity to turn a cultural fact into a brand story only KFC could tell.”
The long-form spot, titled “Finger Lickin’ Fourth,” is appearing across digital and social channels (paid) in the U.S. It launched on Saturday, June 27, and runs through July 5.
