Relying on a old storytelling technique—realizing it was all a dream—KFC used a streaming-only Super Bowl ad and pre-game TV spot on Sunday to reveal that the new Colonel Sanders is comic Jim Gaffigan.
He replaced comic Norm MacDonald, of course, who replaced comic Darrell Hammond.
And, oh yes, KFC also introduced its Nashville Hot Chicken line.
KFC had telegraphed basic intentions of sacking MacDonald last week with an advertising teaser showing the Colonel No. 2 getting shoved out of scenes and bid goodbye in various ways, including the soundtrack of Sound of Music’s classic “So Long, Farewell.”
The tactic of continually switching Colonel Sanders characters at least is generating media buzz for KFC in a competitive restaurant environment, one in which Chick-fil-A is a constant threat and other fast-food brands are doing more with chicken as well.
And Gaffigan isn’t likely to be the last. When advertising folks came to him with this idea, Kevin Hochman, CMO for KFC US, told AdAge, “I remember thinking, ‘Are you guys absolutely crazy?'” But then, “They said that they thought they could evolve this thing to be almost like a James Bond character where you flow in different” people to take the role.