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ASA bans Chicken Licken ad

Jun 08 2008 13:17 Dikatso Mametse
Johannesburg - Chicken Licken has to withdraw one of its latest adverts after KFC complained to the Advertising Standards Authority (ASA).

Creative agency Net#work BBDO created about five, whacky, off the wall ads for Chicken Licken one of which pokes fun at rival fast food brand KFC.

The advert opens with a presenter saying, "Howdy, we got a letter from the Colonel's son." It then shows a boy with an elaborate moustache and beard sitting at a desk and writing a letter.

The voice over features a boy's voice with a southern accent saying, "My daddy makes me eat the same thing every day, when all I want is to try some hot wings."

The commercial then shows a second presenter twirling his moustache and says in an accent, "well ain't that a cryin' shame."

The third presenter says, "Colonel-daddy's about to get served".

Ad agency Ogilvy, on behalf of KFC, said that the advert disparages and exploits the advertising goodwill of KFC's advertising properties being the Colonel Sanders icon and the "It's finger lickin good" slogan.

Net#work BBDO argued that the advert does not attack or discredit KFC as no reference is made to KFC.

ASA upheld the complaint quoting the advertising code which says, "advertisements should not attack, discredit or disparage other products, whether directly or indirectly."

- City Press

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