NORTHERN PLANNER

I have no evidence why but I suspect this will work

Which shows you should ignore a creative who wants to make the logo really small

It's based on a truth in real life about local lookalike shops. We like familiarity, this reminds us that KFC is so established in culture others are copying it. It's real life, we all recognise it, it's not made up. Which means it goes into the busy consumer mind so much quicker…and builds cut through. 

It's based on a truth about KFC – it's about really great chicken

It's based (I imagine) on a proper commercial objective – we're losing our specialness and therefore share to inferior competitors

And subtly, it's mental availability – the whole ad is about the brand name and logo

And I know that's four things, but the problem with the quest for single minded simplicity is that simple is boring. 

It's a simple ad, with lots of interesting compressed into it

Anyway