Super Bowl 2017 Brand Highlight – KFC

KFC is debuting its first official in-game Super Bowl commercial during the fourth quarter of the Big Game with a 15-second spot. The ad, titled ‘Colonel vs. Colonel’ features Billy Zane as the Colonel who loves gold so much, he’ll put it on his legs, thighs, and tenders. Rob Riggle is also featured, trying to tackle the golden Colonel and his tray of Georgia Gold Honey Mustard BBQ chicken, to no success. The fried chicken restaurant has featured it’s “Finger-licking gold” chicken in several teasers, including ‘Real Colonel,’ ‘Rock-Paper-Scissors,’ and ‘Arm Westling.’ The ad is a continuation of the Wieden & Kennedy campaign started in 2015, featuring celebrities as Colonel Sanders. ‘Colonel vs. Colonel’ marks the first time two of the celebrity colonels are shown together in the first commercial. Last year, KFC ran ‘So Long, Farewell,’ a 30-second spot during the Super Bowl pre-game, which took the 51st spot, in iSpot’s pre-game rankings. The spot earned 0.14% of digital share of voice.

 

KFC Super Bowl 2017 TV Commercial, ‘Colonel vs. Colonel’ Featuring Billy Zane

It’s colonel vs. colonel in KFC’s Super Bowl LI commercial. Billy Zane takes the spotlight with Georgia Gold Honey Mustard BBQ. He loves gold so much, he puts it on his legs, thighs and tenders. Rob Riggle is in full-blown football mode as he tries to tackle his gold-laden rival but his attempt falls flat.

Duration: 15s
Status: Online-Only
Advertiser: KFC
Advertiser Profiles: Facebook, Twitter, YouTube
Product: KFC Georgia Gold Honey Mustard BBQ
Tagline: “It’s Finger Lickin’ Gold”
Mood: Funny
Super Bowl Commercial: Super Bowl LI, 2017, 4th Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Billy Zane, Rob Riggle
Agency: Wieden+Kennedy

KFC – Super Bowl 2017 Pre-game Performance

Performance Insights

Digital SOV: 0.45%

Social Actions: 7,784

Earned Views: 302,622

Sentiment: n/a

Gender: n/a

Primary Age: n/a

Tune Out Rate: n/a

Media Measurement

Online Views: 4,054,973

Social Impressions: 628,829

TV Impressions: 1,054

Facebook Views: 3,014,194

Airings: Online Only

Est. TV Spend: $0

 

KFC – Super Bowl 2016 Pre-game Performance

Performance Insights

Digital SOV: 0.14%

Social Actions: 7,215

Earned Views: 108,733   

Sentiment: 91% positive

Gender: 73% Males | 27% Females

Primary Age: n/a

Avg. View Rate: n/a

Media Measurement

Online View: 2,039,694

Social Impressions: 685,045

TV Impressions: n/a

Facebook Views: 1,930,961

Airings: Online Only

Est. TV Spend: $0


KFC – Super Bowl 2016 Game Day Performance
Did not advertise.


KFC – Super Bowl 2016 Overall Performance

Performance Insights

Digital SOV: 0.29%

Social Actions: 53,458

Earned Views: 134,794

Sentiment: 82% positive

Gender: 57% Males | 43% Females

Primary Age: 25-34 (24%)

Avg. View Rate: 46.05%

Media Measurement

Online View: 10,368,006

Social Impressions: 119,427,519

TV Impressions: 33,431,677

Facebook Views: 10,233,212

Airings: 487

Est. TV Spend: $4,464,864