Apart from school, which is inflicted on young people, teen life is all about love, fast food and online games. KFC and Wieden + Kennedy have put the passions of their favourite target market together in their newest campaign, which avoids the difficulties of appealing to a young audience with advertising by not being advertising at all. By making KFC very, very cool. The dating simulator game, I Love You Colonel Sanders, is due to launch on Steam on September 24.
In the game, which surely must have young teen women in its sights, Colonel Sanders appears to have obliterated his overweight old bloke past to become a sexy, eligible bachelor.
The game will put you in the shoes of a student at a culinary institution called University of Cooking School. You are trying to date your classmate, who happens to be the desirable Colonel Sanders. Your task is to navigate school and friendships as you try to win Sanders over as a business partner “or maybe even so much more”. According to its creators, the game includes secret recipes, cooking battles, “battle battles” and a secret ending.
I Love You Colonel Sanders, which is being developed by Psyop, also draws on the Japanese manga and anima phenomenon and a trippy trailer for its appeal.