KFC’s Finger Lickin’ Good promise steps into popular culture with a lavish Bridgerton-esque commercial, Sorry Manners. In the commercial by Canadian creative agency, Courage Inc., the most prim and proper diners can’t help but give in to the unapologetic joy of indulging in KFC with their fingers. Because when it comes to food this crave-worthy, etiquette be damned. Holding back isn’t an option. The campaign challenges table manners, vividly reminding the world that fried chicken is meant to be eaten hands-first – the KFC way.
“This campaign was born from a simple but powerful truth – KFC is not something you nibble politely,” stated Dhaval Bhatt, chief creative officer at Courage Inc. “One of the things I love about this campaign is that it’s simple, it’s fun and it finds a fresh, attention-grabbing way to build on one of the oldest and iconic taglines in our business, ‘It’s Finger Lickin’ Good’. It isn’t really an apology, it’s a declaration.”
The new campaign is the latest chapter in KFC’s continued brand direction of being unapologetically KFC: bold, distinct and untamed. Each creative instalment that is built within the framework leans into the brand’s signature confidence, taste, and crave appeal, helping the brand cut through the noise in culture with consistency and impact.
“We’re not just reminding people of what makes KFC irresistible, we’re showing them,” stated Katherine Bond-Debicki, chief marketing & chief digital officer, KFC Canada. “With Sorry Manners, we wanted to reinforce Finger Lickin’ Good with a culturally relevant insight and a creative execution that is not only visually interesting but that entertains in a way that is distinctively KFC.”
The striking hero commercial was filmed in Prague, using historic architecture and period-centric design elements across costume and film, to elevate the visual storytelling – highlighting the contrast between elegance and indulgence, restraint and pure, delicious abandon.
“There’s something surreal and hilarious about directing a KFC spot in a centuries-old castle in Prague. The actors in those surroundings, powdered wigs, and corsets, sat in great contrast to ravenously devouring the world’s most famous fried chicken with their hands,” stated Martin Werner, director, Partners Film. “This contrast is what makes the campaign bold! It was the boldness of KFC and Courage to position the product this way that interested me”.
Sorry Manners is now live across TV, digital, OOH, and social platforms in Canada, with more extensions under the Unapologetically KFC platform expected later this year.
Credits:
Client: KFC Canada
Chief Marketing Officer: Katherine Bond Debecki
Director, Marketing: Azim Akhtar
Senior Marketing Manager: Jordan Sequeira
Senior Manager, Media & Regional Marketing: Lauren Pottie
Marketing Coordinator, Brand & Retail Marketing: Emilie Power
Agency: Courage Inc
Founders & Chief Creative Officers: Dhaval Bhatt & Joel Holtby
Partner & Chief Strategy Officer: Tom Kenny
Partner & President: Niki Sahni
Partner & Executive Producer: Clair Galea
Partners & Executive Creative Directors: Maxime Saute & Marilou Aubin
Executive Creative Director: Chris Booth
Art Director: Sammy Lo
Copywriter: Emma Lorenzi
Group Account Director: Alex Karayannides
Account Director: Kyron Sobers
Account Supervisor: Nick Lepp
Account Executive: Zoe Fetsis
Senior Integrated Producer: Raquel Mullen
Senior Production Designer: Jeannette Downes
Assistant Producer: Veronica Cole
Director, PR: Natalia Banoub
Production Company: Partners Film
Executive Producer: Gigi Realini
Director: Martin Werner
Line Producer: Neil Bartley
Director of Photography: Ottar Gudnason
Food Styling: Katie Giovanni
Production Service: Boogie Films
Production Designer: Lucie Amosse
Costume Design: Dasa Stefflova
Makeup & Hairstyling: Jana Dopitova
International Casting: Sarcasting
Prague Casting: Jam Casting
Editorial: Outsider Editorial
Editor: Chris Murphy
Assistant Editor: Ilya Sarossy
Executive Producers: Kayan Choi, Kristina Anzlinger
Producer: Kelsey Dale-McGrath
Transfer & Online: Alter Ego Post
Colourist: Lily Henry
Colour Assistant: Daniel Saavedra
VFX Lead: Joel Osis
VFX Assistant: Nupur Desai
Producer: Mariya Guzova
Executive Producer: Hilda Pereira
Audio: Vapor Music
Executive Creative Director: Joey Serlin
Executive Producer: Lindsey Serlin
Audio Mix Engineer: Ryan Chalmers
Kevin Chamberlain: Sound Designer
Composer & Arranger: Brendan Quinn
Media: UM Canada
VP, Client Business Partner: Derek Ouellette
Manager, Connections Planning: Adam Steeves
Senior Planner, Connections Planning: Julia Clark
