KFC and Sid Lee’s new film for the Double Down Maxx is all about the packshot 

Ads, Creativity

The Double Down Maxx, the ultimate sandwich for chicken fans, is making its highly-anticipated comeback, through October 29, and Colonel Sanders is back in business in a new campaign from Sid Lee Paris.

Following its successful limited run last year, the Double Down Maxx, the only KFC sandwich where bread is replaced with two filets of fried chicken, is tailor-made for fans who want chicken and don’t care about the rest.

That’s the idea behind Sid Lee Paris’s new film for the sandwich and KFC aficionados.. Much like his admirers and the Double Down Maxx itself, Colonel Sanders is all about chicken, so much so that he insisted on cutting ¾ of the film to focus on the packshot.

The film opens in the style of an action-packed blockbuster film. Colonel Sanders is on the verge of saving the world. But the intrigue quickly comes to an end, as the legendary founder impatiently insists we cut to the chase – the packshot.  The Colonel isn’t concerned with thrills and frills, he only wants to talk about chicken : “The Double Down Maxx, the sandwich without bread for those who only want chicken”.

Credits :

Agency: Sid Lee Paris

Client: KFC France

Title of Ad: Le Double Down Maxx le sandwich sans pain pour ceux qui ne veulent que le poulet

Brand Supervisors: Pascale Laborde, Sophie Lacroix, Caroline Bicais

Chairman/Executive Creative Director: Sylvain Thirache

President: Johan Delpuech

Managing Director: Mehdi Benali

Business Director: Antoine Ferrari

Account Director: Héloïse Marchal

Account Manager: Camille Caucat

Creative Directors: Céline & Clément Mornet-Landa

Copywriter: Simon Lamasa

Art Director: Francis Pluntz

Brand Strategist: Ambroise Soulé

Agency Head of Production: Thomas Laget

Agency TV Producer: Benoit Fernandes

Production Company: Wizz

Producer: Amanda Stubbs

Director: Akama

DOP: Remy Chevrin

Post Production: NKI / Emilie Nicodex

Post producer: Nataly Aveillan

3D: Wacyl Djender