Monday, March 06, 2006

Repeat after me: Eat more KFC

How desperate are you for a KFC burger? I didn't think so. ABC, the US TV network, doesn't think its viewers fancy one that much either. It has just pulled an ad for the fast food chain that contains a subliminal message.

To be fair to KFC (hang on a second...), while the words are secretly placed, the ad does tell viewers that the words are there. That's part of the point because it asks people to play the ad again slowly, using TiVo or a VCR, in order to read the hidden message and win the chance to get a free Buffalo Snacker chicken burger…worth 99 cents. Seriously who has the time?

ABC rejected it because of the network's longstanding policy against subliminal advertising. Fair enough.

KFC says the ad is part of its effort to defy the rise of digital-recording technology that enables viewers to skip ads, which is fine but really in the context makes no apparent sense.

The people who are ad skipping… will have skipped and those that actually have to watch KFC's offering… probably wish they could skip not rewind the ad and watch it in slo-mo.

That said, KFC is reporting that more than 70,000 people have entered to receive the freebie coupons on the chain's website.

I get that ad agencies are looking for ways to combat ad avoidance, but I can not imagine at which crazy stage this idea seemed like a good one. Really, I've tried and I can't.

1 Comments:

At 4:50 PM, Anonymous neil christie said...

Reminds me of a few years back, when I was at TBWA. We had planned a TV campaign for fcuk, controversially as ever, around the theme of 'subliminal advertising'. The BACC rejected it on the grounds that subliminal advertising is against the code. We successfully overcame this objection by pointing out that, since we were telling people that the message was subliminal, it in fact wasn't subliminal and therefore did not breach the code. It all seemed very amusing at the time.

 

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