KFC’s Chicken Shortage Ad

It reads like how a friend sounds.

“Fuck, we’re sorry.”

Brilliant play on the KFC letters, and it comes across as sincere regret. The rearrangement of the letters also gives off a “we know we’re a bit of a mess” vibe. A big corporation isn’t supposed to cuss, so the F-bomb that slips through humanizes them.

“It’s not ideal” has a sheepish brevity to it, like they’re guilty and trying to soften the bad news. You can feel their discomfort.

There’s more hope in the following sentences, which are also longer. They take this opportunity to express gratitude. And they still don’t shy away from dirty words like “hell.” Again — it makes them more human.

A quiet detail where the copy meets their website: “crossed the road.” Nice touch — the reference leans into their brand.

Don’t be afraid to sprinkle in humorous Easter eggs.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Your hot date is at 7. Crap. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
dan@copygloss.com.