The grab of KFC commercial shows three friends prepare for college entrance exams at a KFC restaurant after school. Xiao Dong (L), a diligent student focuses on his study while the two other students seem to enjoy their food.
The boy student in red is still playing and eating KFC food and does not worry about the coming exams.
In the original version, Xiao Dong throws a pillow in frustration after learning that he failed the college entrance exams. This part was cut in the new commercial.
In the new ending, Xiao Dong receives a call from the other two, telling him that "we too received acceptance letters." That implies Xiao Dong has already received an acceptance letter from a university.
Fast food giant KFC says it has replaced a television ad, which caused dissatisfaction and anger in China, the Shanghai-based Oriental Morning Post reported Thursday.
The original ad by the fast food chicken chain featured the story of three senior high school students: one diligent boy, Xiao Dong; and two other students who seemingly enjoy eating KFC food very much.
As the three prepare for university entrance exams at a KFC shop after school. Xiao Dong focuses on his study while the two other students seem to focus on their food. As the ad continues, one of the other two is still playing and eating KFC food as the college entrance exam approaches.
The two students who did not study receive acceptance letters from universities in Beijing, while Xiao Dong failed the exam.
The commercial concludes with Xiao Dong receiving a letter written on KFC wrapping paper from the other two students, that says "Keep on fighting, Xiao Dong, we will be waiting for you in Beijing!"
That sparked hot discussions on the popular Chinese online forum, Tianya. A post including a clip of the offending commercial received 60,000 hits. Many participants sighed, "If those hard-studying students watch the ads, what will they think? There's no value in studying hard? Play all day and eat KFC and receive an acceptance from university?"
In response, on April 13, KFC pulled the commercial. On April 18, it began broadcasting a new version. In the new ending, Xiao Dong receives a phone call from the other two while riding a bicycle. They tell him that "we too received acceptance letters." That implies Xiao Dong has already received an acceptance letter from a university
KFC explained that it wanted to express the belief: whether one encounters failure or success, never lose momentum. Xiao Dong's original exam failing, the company said, was just a surprise ending to attract more attention and that it is sorry that many audiences have misunderstood the commercial.
In addition, KFC said it welcomes customers to submit their idea to improve KFC commercial ads in the future.
(People's Daily April 20, 2006)
