Creativity

KFC (Singapore): Hot Devil Drumlets

Hot Devil Drumlets, though it may sound like a death metal children's percussion ensemble, is a KFC treat intended to blow your head off, apparently. With all the international hoo-ha about waterboarding, you'd think this face-dunking idea wouldn't f

Published on Mar 27, 2006

Editor's Pick

Hot Devil Drumlets, though it may sound like a death metal children's percussion ensemble, is a KFC treat intended to blow your head off, apparently. With all the international hoo-ha about waterboarding, you'd think this face-dunking idea wouldn't fly anywhere, even in Singapore. It did run into some initial resistance, says BBDO/Singapore AD Simon Chew. "When we first presented it, the client felt it was a bit . . . adventurous," he recalls. "But eventually they realized that the idea was relevant to the product and they decided to run it," and it's been seen as both newspaper ads and posters. So how do you choose models for this sort of thing? Besides being in their 20s to match the target, says Chew, "we asked each of them to show us different expressions of pain when they ate something super spicy." Chili peppers were sometimes administered to "achieve the desired effect. We didn't ask them to dunk their heads into the water until the actual shoot. And they were quite sporting about it."

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About

Credits

Date
Mar 27, 2006
Client:
KFC (Singapore)
Executive Creative Director:
Francis Wee
ACD/Art Director:
Maurice Wee
Art Director:
Simon Chew
Copywriter:
Joseph Cheong
Photographer:
Jeremy Wong
Retoucher:
Evan Lim
Agency:
BBDO Singapore

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