KFC is keeping viewers intrigued and on their toes with clever celebrity commercials. The fast food chain is following the lead of other successful campaigns that have used celebrities to garner more attention for brands. This time, KFC called upon Saturday Night Live veteran Norm Macdonald to replace another SNL personality who was just starring in their ads, Darrell Hammond.
KFC is creating a storyline with these ads, having celebrities take on the role of Colonel Sanders. Essentially, the new ads claim that Hammond was an impostor and that Macdonald (the "real Colonel Sanders") is here to rectify the situation. Though that is the narrative, the ads use humor and sarcasm, emphasizing that while this Colonel looks nor sounds anything like the original Colonel, he is of course the real deal.
The celebrity commercials are meant to continue to try to polarize viewers on the ad campaign itself. The CEO of KFC's parent company explains, "You can market to love and hate; you cannot market to indifference."