In Thailand, rice is more than simply a food staple, it’s an essential part of daily life. While KFC is one of the country’s most popular restaurant chains, it has also struggled with cultural perceptions of fried chicken as a luxurious treat, rather than an everyday comfort food.

The brand’s solution, Uncle KFC’s Rice Bowls, combines the food it’s already synonymous with and a more traditional, affordable part of Thai culture. Following its 40th anniversary campaign earlier this year, the ad promoting the new rice bowl range offers a surreal take on the age-old dilemma of deciding what to have for dinner.

Directed by Teerapol Suneta, the ad centres on a couple struggling to agree on a dinner spot before turning into a foodie fever dream, which eventually sees Colonel Sanders appear as a charming and humble Loong (which translates as Uncle in English), in a nod to the local food spots often run by friendly uncles and aunties.

“It’s like East meets West,” says the director. “By bringing out the Thainess in Uncle Sanders, we’ve broken through the global brand barrier.”

Credits:
Agency: Wolf BKK, Thailand
CCO: Torsak Chuenprapar
Deputy ECD: Pathida Akkarajindanon
Senior Copywriter: Pandarie Somjit
Senior Art Director: Panupong Putong
Production Company: Suneta House
Director: Teerapol Suneta