The responses to Alexander's new role have been mixed, but some have said the restaurant should stop casting new actors and actresses as KFC founder Colonel Harland Sanders altogether.
The campaign's the work of fabled agency Wieden + Kennedy and includes two spots, both as beguiling and as nutty as each other. The ads are created to promote KFC's $US20 Fill Ups, bucket-centric takeout bundle meant to feed a family.
Jason Alexander, known for his role as George Costanza in the sitcom Seinfeld, follows country singer Reba McEntire in the role. "It's been fun to combine my personal love for KFC with my sitcom experience into a new take on the role of Colonel Sanders". KFC is now offering four varieties of the $20 Fill Up, with buckets of original recipe chicken, extra crispy chicken, crispy tenders, or filet.
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In a minute-long spot that is a satire of sitcom theme songs and opening sequences, Alexander plays the colonel providing chicken to a family of four participating in household activities. They have included Darrell Hammond, Ray Liotta and Reba McEntire - who was the first female to portray Colonel Sanders.
Despite initial backlash, the campaign has sparked somewhat of a turnaround at KFC, which has seen moderate sales growth over the last three years in the US. Last week, KFC reported that U.S. same-store sales were flat in the most recent quarter.