Campaign Spotlight

Campaign Spotlight: New year, new Colonel as Albert Martinez stars in new KFC campaign from Ogilvy & Mather Philippines

MANILA – It seems that KFC has just added yet another luminary to their growing ranks of Colonels.

Before 2017 ended, a mysterious teaser went online. Similar in tone to the teasers for Henry Cavill’s turn as Superman in Man of Steel, the ad shows different facets of a mysterious man in white while the words, “When there’s nothing left but hope, count on one man to save us all.” The images included blurred footage of a man in glasses, a spit-curl ala-Superman albeit with graying hair, a white suit with cape, and the ubiquitous string bow tie made famous by Col. Harland Sanders himself.


The teaser closes with the revelation of Albert Martinez in the Colonel’s iconic suit (with a white cape), with a flowing cape further pushing the Superman imagery. Martinez thus effectively joins the ranks of Ronaldo Valdez, Pen Medina, and Leo Martinez as KFC’s newest Filipino Colonel. John Arcilla has also made special appearances as “Heneral.”

Recently, Martinez embraced the Superman iconography in the Colonel’s suit once again as he saved a woman from an oncoming truck in another ad. It also gave the newest Colonel a chance to introduce the new KFC Super Savers pack. All priced at P50 each are the original recipe Nuggets, Chicken Hotdog, and Creamy Pasta. The Colonel then rushes off at super speed, looks at the camera, and says, “Walang gipit sa sulit!” while he fixes his perfect hair.

Click here for Leo Martinez’s turn as the Colonel, here for Pen Medina’s take, and here for the previous story announcing Valdez emerging as the first Filipino colonel. Click here for John Arcilla’s Heneral pitching for KFC.

Partner with adobo Magazine

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