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 |