Y&R Shifts KFC's Focus

Aiming at People on the Move, the Agency Injects a Little More Humor Into New Spots
NEW YORK–Moving away from a focus on families, Young & Rubicam has taken a humorous tack in a new campaign for KFC, which breaks today during the Academy Awards broadcast.
Three TV spots are designed to appeal to younger people on the go. The first features Bobby, a hapless, oft-traded baseball player. As Bobby rides the bus with progressively smaller and more remote teams, he takes comfort in the Colonel’s Crispy Strips.
A voiceover says: “Just because you’re always on the go, doesn’t mean you can’t take along the chicken you crave.”