KFC brings Plucka Duck back to life as ‘the Surfin’ Bird’ in first ever branding campaign
KFC has launched its first ever brand ad, abandoning its previous focus on sharing chicken with friends and family, and resurrecting Plucka Duck – a popular character from iconic Australian variety show, Hey Hey It’s Saturday.
The work, by Ogilvy, moves the brand away from its traditional product to offer led advertising into a new realm where there is no mention of KFC until the very end.
It also resurrects KFC’s famous ‘Finger Lickin’ Good’ tagline.
Both ads – a 30 and 60 seconds version – show Plucka Duck, made famous as the prize-giving character on the popular variety show Hey Hey It’s Saturday, which ran from 1971 to 1999, skateboarding down a winding mountain road to the thumping 1964 track ‘Surfin’ Bird’ by the Trashmen.
I thought the “dirty bird” was Aussie slang for KFC
Love it a lot. Different and brave. Well done guys. Not seen an ad like this for KFC EVER.
“Surfin’ Bird”? The song they used to use in the intro to the Plucka Duck segment on Hey Hey was Chug-a-Lug by Roger Miller. Miller’s estate was charging too much?
Good. Very good. Plucka just matured into someone I can relate to. Not some derrick on Hey Hey. Silence is golden.
I have never heard anyone say “the bird is the word” for kfc
Plucka Duck, Plucka Duck… Not a CHICKEN or a FOWL, Plucka Duck right now!
If KFC start serving KFD I might eat it.
Ps. I don’t get really this ‘brand strategy’
but.. it’s a duck.
I”m not too fussed that it’s brand advertising, I just don’t think the ad was that exhilarating.
Sorry bro, I don’t follow:
“But for a brand that traditionally has focused on its food and a company with a history of being original, it was important [that] KFC’s first foray into brand advertising was designed to provoke.”
Amended quote:
“The work moves the brand away from its traditional product led advertising into a new realm of ineffectiveness”
Does anyone under 30 even know who Plucka Duck is? The show ended 17 years ago…..
I really struggle with the fact its a duck, it’s not KFD, it’s KFC……it’s ads like this that make me ask ‘How and why would the client buy this?’ Apart from that it’s just a rip off off of a scene in The secret Life of Walter Mitty….the new version ,not the brilliant original with Danny Kaye.
Why do we keep separating between product and brand when it’s the same thing? The only thing this bureaucratic separation leads to is a “brand” ad that feels a hundred miles away from the brand as we know it.
If you think it’s suddenly time to focus on the brand, you’re in deep trouble. The brand is all the crap you’ve polluted our TVs with over the years. A “crazy”, “creative” and “brave” ad whose simplistic objective it is to get people to love you will only lead to confusion. Evolution, not revolution.
As for the ad itself, I think it’s trying to be Cadbury’s Gorilla, but it lacks the charm and subtleties in execution that made that one a phenomenon.
Who will share or talk about this?
I am not sure what I dislike more, the creative or the explanation about what they were trying to achieve.
A guy in a Duck suit skateboarding down a remote and treacherous stretch of road with a sixties inspired soundtrack followed by the regurgitation of a tag line made famous in the 70s and 80s, when ‘Fried’ was incidental….
Like the lovable chook – this just doesn’t fly. Guano to the max.
Quite possibly career defining moments for the team responsible
Out first ball. A golden duck, a golden turd. What a crap idea.
What has a duck got to do with chicken? That’s like trying to pass off a goose as a swan.
What the hell did I just watch?
Marshy – I just watched the ad after eating six magic mushrooms and it made perfect sense.
Reponse after first view from back of the room after a long week. It’s late Friday afternoon. ‘Life should always be what? Not sure Plucka Duck was on everyone’s top 2016 characters to see make a come back. He was annoying and weird at best. Was it because he wears red that there is a brand connection to KFC? Plucka always made me feel flat because it was Saturday night and the only thing I had on was Plucka and Hey Hey it’s Saturday TV show. Ok so he is red and a duck and we are now calling him a surfing bird. He can board but he is still a duck? We are chicken?’ Response from up front. ‘Don’t get fixed on the duck thing. Plucka is now back, he can skate board. He is back representing fun and now representing fried chicken and KFC. Don’t worry it will all come together instore and the product customer experience.’ Call from up back. ‘I am confused but I didn’t see any other idea to grow my business today. It’s late let’s go with it!
“We realise that many people might see the creative and think ‘What? A duck on a skateboard for KFC?’” Great insight. Why not heed it?
Cadbury Gorilla. Same strategy. Same idea. Infinitely better.
Surely there’s a strategy around this……surely?
He should actually be on a mountain bike. The Rude Rock flow trail is off that same road, and a far more fun way to come down. If Plucka had done his research he would have known that…
Brand budget gone mad!
Pitched at those who remember Hey Hey in its heyday are now 50+
I thought they were a 16-39 marketer…….
Oh dear…..more cash in the stash for Daz and a massive fail for KFC
The agency and KFC marketing think this a brand ad because it doesn’t mention product – what more can be said.
I really like it. It surprised me and made me smile
This is good. All the naysayers on here are probably past their prime.
People will watch it, hopefully they share it. Shame about the ‘life always should be…’ line. It’s brave.
And for anyone confused as to why it’s a duck – can a chicken eat chicken?
No. But a duck sure can.
Let’s wait this out see if it works rather than crap all over it like every other ad in Australia.
Woo hoo. Thank god. Australia was starting to fall behind in the world obesity rankings with a mere 27% of the population categorised in the obese weight range.
This clever marketing has the real potential to push us through the 30% barrier.
I can see why you all have such pride in your work. Seeing obese children with health problems must bring a real smile to your face
Great view of New Zealand, the Crown range between Wanaka and Queenstown.
The KFC chickens wont get to live life, will they?
Love Plucka!! Bring back Hey Hey.
How great are mumbrella comments!
Best bit of original creative thinking from Ogilvy (for KFC) for sometime.
Very nice & fun.
This could campaign out really well.
Good work Shaun & Co.
For god’s sake, the man used the word ‘madcap’ in his explanation. Enough said.
I reckon it is a huge risk to try to make a lovable character which looks like the thing we are killing and eating.
Always thought it a risk.
Lots of people don’t like eating any food that looks like the critter it used to be – so, for some people, no whole fish with heads on, no suckling pigs with the apple in the mouth. It’s a real commercial consideration.
But hey, WHERE are the mobile apps we can use to find our nearest Maccas or KFC when on the road, eh?
Surely THAT would be useful. I wonder why they haven’t done that – can’t be because nobody has thought of it.
BUT who is in the Plucka suit? Obviously not Krystle..
If they want to sell more chicken they should bring back the tower burger
Duck advertising chicken? NQR
Terrible taste…..when we have lost children this very week due to no helmets and skating down a suburban road…..do they advertisers not know there is a campaign in this country to make helmets mandatory…do they not know that ACA ran a story shaming a rider in the Blue Mountains for this very thing….I for one will definitely be boycotting KFC from now on.
an ad for chicken
with a duck
and its a turkey
is KFC about to launch a turducken burger?
There are only a few “life time memories” that influence your child hood. Hey hey it’s Saturday is one of them! Let’s not forget “chook lotto”. I love this ad. Made me smile.
Has anyone seen the Ansett or Brashs Facebook pages? If you don’t think that retro appeal plays to a somewhat younger market (say 20-35) then you aren’t paying attention. Nostalgia for the late Gen X and early Gen Y age bracket is now huge.
With regard to the song – it’s a recurring joke in Family Guy. Wouldn’t be at all surprised if that’s why they used it – again would be a pitch at that market segment.
Getting a bit of traction on social media and isn’t the usual tacky tripe KFC produce – I like it.
Any truth to the story KFC is trialling a “road kill duck burger”?
Seems that the Ogilvy crew have been on trying to defend this turkey. Duff Gardens you sound like you are reciting the entire pitch to the client.
Yes .but where was the ad filmed – we are arguing about the place – love the bird, the music and all but where is it???
Oh Hamburglar, the old ‘if you defend it you must be part of it’ ad hom attack. I did a marketing subject at uni and hated every second of it – that is the length of my marketing experience. I happen to like the ad, and I think it will appeal to a certain market segment. At the very least it is being talked about on social media – even if it is mainly simpletons who keep pointing out that Plucka isn’t a chicken (why that matters is beyond me – it’s an irreverent ad).
Compared to every other KFC ad from about the last two decades – at least this ad sticks out and isn’t some generic whitewashed family having a cliched chicken dinner (when that is so bloody far removed from your average KFC customer).
In the early 70’s I worked for the KFC architects in Adelaide. We always called it Kentucky Fried DUCK, indicating our dislike of the stuff. But it was a job!
To me the best part is the use of the Trashmen’s single “Surfin’ Bird” per below;
The Trashmen – Surfin Bird – Bird Is The Word Original Video
https://www.youtube.com/watch?v=aPrtFxd9u9Y
never thought it would excite me again 50 years on 🙂
Why
I think it’s brilliant !!!
Strike OnE appeal…and I have no doubt there’s more to come.
What’s even more shattering to those
Who are trashing it,is they re online looking up the thoughts of what others think..subconscious shockwaves have sent you into denial.??????
Which proves that this form of marketing rocks the kazbar people.
Well done kfc
Are we eating duck or chicken. I don’t understand the duck unless it is in the menu
Dirty bird!!!!
Brand advertising? It’s a DUCK!
This has nothing to do with the KFC brand, and it’s certainly not original or provocative, it’s a cheap and nasty marketing gimmick that is an old trick. They have taken an Australian “icon” (though that title is questionable for this character) to sell their USA product to an Australian audience.
Also I’ve never heard an Aussie refer to KFC as “the bird is the word”. That sounds like some seppo catchphrase? Aussie’s usually refer to KFC as KFC, sometimes expanded to Kentucky Fried Cr*p. I think I’ve heard bucket of grease before.
Pete, the reason people are looking it up online is because they can’t understand what Plucka Duck has to do with KFC, the two are completely unrelated. We came looking for some brilliant marketing connection, and we found nothing but the tired old marketing trick of localising a foreign product with a local character.
Idea is truly bizarre, but it’s got people talking which I guess was the aim.
It’s beautifully shot and edited – well done team – but it’s sort of like getting Humphrey Bear strapped to a longboard at Malibu Beach to promote the new Koala Burger at Outback Steakhouse. I mean – Koala’s aren’t really bears right ? So that’s OK.
The big question is was this instigated by Ogilvy or Daryl Somers?
Yes indeed, the big question.
I was wondering just who owns the character…
Please bring back Hugo and Holly….
Plucka ran out of Pulsar’s to giveaway?
Plucka Duck, on a skateboard… This should be the strategy for every single brand. I’d watch a heap more TV if this was the only thing in the ad breaks.
Loved it: Plucka, music, location…ALL OF IT!
Pretty much the scene from The Secret Life of Walter Mitty but probably more confusing than the movie…
This is extremely bad taste to present a bird allbeit a ‘duck’ or bird character as having any choice or freedom when the birds used in the food know nothing but misery … Sometimes I am embarressed by how uncouth Australians are. I guess the people who consume this product dont care about the treatment of their dinner anyway.
Doesn’t work.
I hope they paid royalties to the “Secret life of Walter Mitty”. It’s a direct copy of the skateboard scene where he had rocks in his hand to slow down on corners.
Should of use Big Bird from Sesame Street!
Bahahahah!
Another product I won’t be buying because of the ad. What has a duck got to do with chicken? Whether it was a so called famous duck in a television show
Great work guys,
One of the best TVCs I’ve seen in ages. Forget all the winging, politically correct naysayers – this ad captures the viewer’s attention and keeps you viewing. Will he or won’t he make it down the mountain? Could be a great time to bring Plucka back fo a whole new generation.
Love all the comments telling us how great and clever this ad is – clearly written by people who work at Ogilvy.
Cannot believe you actually get paid to make this crap! A guy in a duck suit, skateboarding down a hill and the message is….wait for eat….buy more KFC! I’m not sure who’s more foolish, the creators of this garbage or the halfwit at KFC that approved it!
Why didn’t you you have a big Steggles struck burning down that same road, smashes in to a side of the mountain and all the live birds get mashed up and then the tagline….and you wondered how we made the nuggets!
Seriously, you people are deluded.
Still like to go back and view this brilliant piece of timeless advertising. It was a great marketing ploy, taking the norm into the new and causing folk to stir via the use of imagination. Although many might not get it as art is not always recognised by all. And for Plucka… well, at least he’s happy knowing it was a chicken and not a duck they chose to fry… Great Work!