W+K Portland Rolls Out More Colonel for KFC

By Erik Oster 

Last week W+K Portland reintroduced Colonel Sanders for KFC, now portrayed by SNL alum Darrell Hammond, with a series of broadcast and online spots. For Memorial Day, the agency unveiled another series of ads starring Hammond as the Colonel.

In “Baseball” (featured above), the Colonel hocks his Summer Meal while expressing his certainty that baseball will always be America’s game, “free from corruption, scandal or cheating of any kind.” Hammond also pushes the meal at a public pool and his Mandolin Band returns for “Phillip” and “Bucket & Beans.” The new spots are very much in the same vein as those the agency debuted last week, giving the Colonel an old-timey naivete. Unfortunately, Hammond’s slightly creepy portrayal of Sanders just gets more off-putting with more exposure.

KFC’s Hispanic agency of record, Scoppechio, also launched a new campaign Monday, entitled “Para Chuparse Los Dedos.” Like W+K’s effort the campaign reprises the “Finger Lickin’ Good” tagline. Broadcast spots made their debut Monday on Univision, Galavision, UniMas, Telemundo, Fox Deportes, ESPN Deportes and Mun2. The campaign also includes digital, radio and OOH elements.

“The goal of this campaign, as well as the larger broad market program, is to effectively leverage the iconic assets of the KFC brand, including its biggest, Colonel Sanders, in a new and relevant way,” explained KFC spokesman Rodrigo Coronel. “Scoppechio, which also created the point-of-purchase elements for KFC’s new general market campaign, worked closely with Wieden+Kennedy to accomplish all of these marketing objectives.”