I don’t know whether it is pilfering or if they even sought permission to use the footage, but it seems Kentucky Fried Chicken in the USA has been trawling the net for people’s ‘celebration videos to use in its new Celebration campaign.

As the KFC press release says:

Continuing its legacy of innovative marketing, Kentucky Fried Chicken is reinventing the commercial production process and celebrating its fans with a new ad that’s all about them. Gathering “talent” from an unlikely source - the internet’s most popular video sharing communities - KFC’s new “Celebration” spot for its Zero Grams Trans Fat conversion includes content taken entirely from existing consumer generated video.

This is similar to a recent move by Pepsi to engage with the market for their TV ad production. I must admist I like the Pepsi approach better.

There is no mention on the KFC site about payment for use of the video.

See the ad here

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