Darrell Hammond Is Colonel Sanders in W+K’s Big New Campaign for KFC
By Tim Nudd
Boy, howdy, have things changed.”
That’s Colonel Hardland Sanders, 35 years after his death at age 90—but reincarnated in the form of ex-SNL star Darrell Hammond—weighing in on modern culture in Wieden + Kennedy’s first advertising for KFC, on its 75th anniversary.
The Colonel, the face of the chicken chain and always a valuable asset, is front and center in the major new campaign. He places the needle on an old LP in the introductory spot, which tells you exactly where this is going: The old Colonel is here to riff on the differences between the old days and this crazy new world of millennials—in ads frequently punctuated by an exaggerated chuckle that Hammond has come up with.
The TV spots will break next Monday. The campaign extends to web, social media and in-store experiences. The digital work includes a new KFC.com and ColonelSanders.com (the latter includes the Hall of Colonels, an interactive digital experience that tells Sanders’ life story). There will also be new menu items, packaging and store designs.