Finger-licking good

18.07.2016 KFC : E-motional Economy : Visual ASMR
ASMR KFC campaign by Wieden+Kennedy, Global

Global – KFC has embraced the weird and wonderful world of ASMR with a special film from the Colonel himself.

  • The video is designed to trigger the autonomous sensory meridian response (ASMR), which is characterised by a tingling sensation in response to certain sounds
  • Actor George Hamilton noisily crunches his way through a family-size bucket of fried chicken

The video, which depicts a deliberately breathy Colonel Sanders as he whispers to the camera, is designed to captivate viewers with its mix of immersive video and audio. The Colonel introduces a variety of sonic stimuli including running his fingers through a handkerchief and biting down on chunks of the brand’s Extra Crispy Chicken.

‘Our Extra Crispy Chicken is double breaded and open fried,’ explains Kevin Hochman, chief marketing officer at KFC. ‘It has an amazing, distinctive crunch. We think Extra Crispy Chicken was the perfect choice for the phenomenon of ASMR.’

Created by agency Wieden+Kennedy Portland, the video taps into the tingling sensation felt by people who experience the ASMR phenomenon.

The Big Picture

Digital creatives are drawing on sensory phenomena such as ASMR to develop a new kind of visual fetishism. Read our Visual ASMR microtrend to find out more.

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