Get Me A Bucket

The world is going nuts for online video. How long this trend will last is hard to say, but it’s in full bloom today. The proof is everywhere.
Tonight during the American Idol finale the plot thickens with a new 15-second KFC spot from Draft/FCB made entirely of consumer generated content. From the press release:

Whether celebrating a last-minute birthday getaway, a favorite team’s victory or a granddaughter’s joy, the stars and amateur videographers of KFC’s “Celebration” commercial were all shocked to hear about their upcoming prime-time appearance.

In other words, the people appearing in the commerical didn’t try out for the spot. Their videos were simply noticed online by Draft/FCB’s creative team.
The press release also says KFC is “reinventing the commercial production process.” I’m sure all the directors, actors, production companies, caterers, and post facilities Draft/FCB works with are thrilled.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.