I am sure that I am not the only one who has noticed that KFC is using a derivative version of Alice Cooper’s “Hey Stupid” as the soundtrack to their latest television advertisement.
It strikes me as odd every time the advertisement airs. What are they implying?
The question is, did the KFC executives even notice? Surely, it was not a deliberate boardroom strategy to ridicule their customers. Did the chair of the board go: “Hi Guys, he he he, I know, let’s use “hey stupid” as the soundtrack! It’s poetic. No one will ever know and besides, it is true. You gotta be stupid to by this stuff!”
I don’t think that’s what happened.
I think that the chairperson of the board (and his fellow directors) simply did not care. They had to make an advertisement – things are not going well for our favourite transfatters. They had to get it out quickly. They had a marketing department to take care of the details. Why should they bother? The marketing department did not care either. There were just not enough hours in the day, especially not with the Sudoku puzzles in the newspaper getting more and more difficult. So they outsourced, to McFuddle and McFuse Inc. The advertising agency didn’t care either. “We’ve got the account. The hard part is over” said their boss, “Just make any add. Splash KFC across the screen a few times. It’ll work.”
So the art director gave it to Johnny, the most junior guy at the agency. The same Johnny that everything gets given to. The one without the salary, the parking bay and the company expense account, the Johnny who had been overlooked for promotion three times in the last year alone. So Johnny got his own back. He took revenge. The ad agency execs, who were all borne less than three months ago, had never heard about a bloke called Alice Cooper, so he was safe there. The KFC board didn’t want to see the ad either. They had more important stuff to do. They haggled the price down by 10%, awarded themselves bonuses and broke for lunch instead.
And that’s how “Hey Stupid” got to be played while they are desperately trying to make us stupids buy their greasy stuff.
Try again, KFC. I bet that this would never have happened at Nando’s.