From Kentucky to Thailand. From global icon to local uncle.

Despite being Thailand’s leading brand for over 40 years, KFC faces a unique challenge when selling chicken rice bowls. In a country with a rich culinary landscape, where cheap and good food is everywhere, Western fried chicken is often seen as a special treat rather than an everyday comfort meal.

In a culture where food is deeply intertwined with tradition, Thais have a strong connection to their favorite local comfort food shops and often refer to them as family, with names like Jeh Faii (Sister Faii), Yai Puad (Grandma Puad), or Loong Rong (Uncle Rong). Becoming a daily choice amid these local food legends is no small challenge.

To shift Thai people’s perception of KFC from a distant luxury treat, the “Uncle KFC’s Rice Bowl” campaign reimagines Colonel Sanders, the legendary fried chicken godfather, as a lovable, slightly awkward Thai Loong (Uncle) who sells rice bowls.

The five-minute film humorously tackles a couple’s dilemma about what to have for lunch, which is often met with the girlfriend’s classic response, “Anything. It’s up to you,” which never truly means “anything.”

Blending Thai cultural elements, playful satire on government bureaucracy, and old-school slapstick comedy—performed with a harmless soft plastic tube—this comedic, culturally nuanced story offers unexpected entertainment and a fresh take on an iconic character.