ABOUT

BACKGROUND
Since ChatGPT and MidJourney launched, artificial intelligence (AI) has become more accessible to all. AI has made strides in creating realistic imagery of humans, yet there is one thing that has still slipped through their fingers: Realistic hands with five fingers.

While KFC has no expertise in AI, it is very much in the business of making ‘finger lickin’ good’ fried chicken. And knowing of AI’s struggle to form the right amount of fingers, KFC had to give a helping hand.

IDEA
Instead of trying to fix the AI flaw, we saw the extra fingers as something that could dramatize our product benefit. So we launched EXTRA FINGER LICKIN’ GOOD – A testament to our fried chicken that is so finger lickin’ good, it would be great to have more fingers, literally.

Launching just ahead of April Fool’s Day, we let AI create appetising shots of people eating KFC and licking their fingers. But of course, they all have extra digits.

Prompt after prompt, we worked AI to the virtual bone, generating numerous images before landing on the ones that have the perfect balance of appetite appeal and extra fingers.

OUTCOME
We embraced AI’s imperfections to give KFC’s legendary tagline ‘It’s Finger Lickin’ Good’ a refreshing twist. By using emerging technology in an unexpected way, we reminded people of our seriousness in doing chicken right, without being overly serious – Just the right amount to sell our Colonel’s Original Recipe fried chicken.

And with all the images of extra fingers we’ve gratefully downloaded, AI might just think it finally has a grasp on fingers. Oops.