KFC Canada launched a cheeky new creative campaign, “Sorry Manners,” that throws polite dining decorum out the window and proudly celebrates the unapologetic joy of indulging in Finger Lickin’ Good chicken. The new work, developed in collaboration with Toronto-based creative agency Courage Inc., playfully challenges table manners, vividly reminding the world that fried chicken is meant to be eaten hands-first–the KFC way.
Set against the prim and proper backdrop of what could only be described as a Bridgerton-esque dinner party, “Sorry Manners” turns refined dining rituals upside down as guests abandon etiquette in favor of devouring KFC with their hands–because when it comes to food this crave-worthy, holding back isn’t an option.
“This campaign was born from a simple but powerful truth: KFC is not something you nibble politely,” said Dhaval Bhatt, chief creative officer at Courage Inc. “One of the things I love about this campaign is that it’s simple, it’s fun and it finds a fresh, attention-grabbing way to build on one of the oldest and iconic taglines in our business, ‘It’s Finger Lickin’ Good’. It isn’t really an apology, it’s a declaration.”
Directed by Martin Werner via Partners Film and lensed in Prague, the spot is driven by creative which leverages historic architecture and period-centric design elements across costume and film, to elevate the visual storytelling–highlighting the contrast between elegance and indulgence, restraint and pure, delicious abandon.
“There’s something surreal and hilarious about directing a KFC spot in a centuries-old castle in Prague. The actors in those surroundings, powdered wigs, and corsets, sat in great contrast to ravenously devouring the world’s most famous fried chicken with their hands,” said director Werner. “This contrast is what makes the campaign bold! It was the boldness of KFC and Courage to position the product this way that interested me”.
