KFC Zooms In With Bodacious Bucket-Cam POVs

It's almost crunch time

Everything’s a surveillance device these days. Even buckets of KFC extra-crispy.

The camera’s tucked deep inside, capturing happy faces of hungry souls as they grab for that deep-fried chicken-y goodness.

Now, wags might say: That idea’s too simple. Besides, the package/box-cam thing has been done a billion times.

True and true. Regardless, Courage’s spots for KFC Canada deliver a greasy, crunchy mix of fab faces and finely-detailed fun.

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This shouldn’t work nearly as well as it does. We raise a wing to Spy Films director Justin Abernethy for keeping each frame fresh and unexpected. It’s like peering into a wondrous world of fast food. Those are batter-dipped mountains, rising majestically into the sky. We’d live there, if only we could.

The approach impressively translates to print and OOH, too. Abernethy shot those images, with retouching by Allan Davey.

“Let’s face it: the bucket is so iconic that you don’t even need to see it to recognize what it is,” says Courage co-CCO Joel Holtby. “KFC’s bucket is one of the most distinct pieces of packaging in the world, and that speaks volumes about the brand and why it’s so universally loved.”

“We shot it by putting a camera rig inside various buckets and positioning real product around the lens,” he tells Muse. “We then worked with an amazing team at Art Jail to tweak and perfect the visuals.”

The Toronto agency excels at serving up KFC campaigns with pop-culture appeal. It ticked off that box in July, transforming Colonel Sanders’ tie into a KFC clock.