KFC Brings Back Its 'Hot & Spicy' Ads With a Game of Thrones Twist

Award-winning print work gets dragon flavored

Ogilvy Hong Kong's "Hot & Spicy" campaign for KFC, showing spicy fried chicken substituting for fire, was one of the most celebrated of 2018, earning several Gold Clios as well as plaudits at many other shows. 

Now, it's back—just in time for Game of Thrones Season 8. 

A new execution has the same theme, but this time the fire is coming from a dragon—an image that's become more common on Game of Thrones recently, as the series nears a surely combustible ending. 

"KFC has always been part of the cultural conversation, so the upcoming premiere was the perfect opportunity to remind customers that the best way to enjoy the show is by grabbing a bucket of Hot & Spicy to share," said Shirley Chau, marketing director KFC Hong Kong, in a statement. 

"This new Hot & Spicy campaign is a nod to a show that has become a global phenomenon, just like KFC," added John Koay, executive creative director at Ogilvy Hong Kong. "It really shows KFC at its most playful and is a great example of how brands can leverage pop culture to show their relevance."

Three more executions will roll out in the coming weeks. The ads will run in print, OOH and in digital. 


Client: KFC
Agency: Ogilvy Hong Kong
Chief creative officer Reed Collins
Executive creative director John Koay, Matthew Nisbet
Creative director Fung Chan, Jim Fong
Art director John Koay
Senior content designer Alex Burton
Executive group director Iris Liu
Account director Rita Lam
Account executive Ervan Luk
Photographer Illusion Bangkok
Illustrator Illusion Bangkok

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Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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