KFC China have embraced a very simple and eloquent strategy; Tell real stories and hero the real people who make the brand great.
The hero of this ad is Li Liang who’s been deaf since he was a child, he is now a KFC trainee manager who helps to run a store where more than half the staff are hearing disabled.
Who needs hyperbole advertising when you have real stories?
“This inspiring story, picked up by Johnnie Walker as a wonderful hero piece of their #KeepWalking campaign. Ode to Lesvos has shone a light on the 153 residents from a small island in Greece who’ve worked to help people escape the war torn middle east.
It’s a fantastic bit of shareable feel-good social work that has given the microphone to the ‘everyday man & woman’ who are working hard to make a positive difference.
The simple line ‘Keep Walking’ resonates with people all over the world, it’s a mantra of sorts to motivate and humble people who might be working through adversity.”
In 2014 the average 30 second spot at Superbowl went for $4million. So traditionally only the biggest brands get to play at the ‘Big Game’.
Until Superbowl 48 when Droga 5 created the best ‘Big Game’ ad for Newcastle Brown Ale.
It was dubbed: “The commercial we would have made, if we had the money”.