That Dumbass “KFC” Grilled Commercial

By Guest Contributor Angry Asian Man, originally posted at Angry Asian Man

I’ve been hearing from a bunch of folks about some wack KFC commercial, but haven’t really been able to catch in on TV. But I guess that’s what YouTube is for. Here is the commercial in question, and indeed, it’s really idiotic: KFC Commercial – Fried vs. Grilled – “Multicultural” commercial (WTF???) (Thanks, John).

As you can see, it features folks of varying size, shape and color debating the merits of fried versus grilled chicken… including two Asian dudes dressed in ethnic costume for no apparent reason. Seriously, everyone else in the commercial is dressed “normally,” but these two Asian dudes — speaking in heavily accented Engrish, for good measure — are going full Oriental.

What is the reasoning behind this? Once again, the Asian guys serve as the funny foreign element in the commercial — looking, speaking, and at the end the of the spot, dancing like silly-ass fools. That’s racist!. I don’t know, perhaps KFC would like to hear from you about this. Customer contact info here.

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Trackbacks & Pings

Portraying Asian People As Ridiculous » Sociological Images on 12 Aug 2009 at 11:37 pm

[...] This new commercial for Kentucky Fried Chicken’s grilled option features an assortment of people and, then, two Asian guys in Asian-looking garb with fake Asian accents acting like fools (found at Racialicious): [...]

Comments

Fiqah wrote:

Stupified at how frequently this shit just passes under the decency/cultural sensitivity radar and makes it onto TV in the first place.

Posted 04 Jun 2009 at 8:24 am ¶
Fiqah wrote:

Oh, yeah, and also, BOOOOOOOOOOO!

::: throws tomatoes :::

Posted 04 Jun 2009 at 8:25 am ¶
Celeste wrote:

I tis odd that the only people doing the chicken dance were children and the Asian men.

Posted 04 Jun 2009 at 8:29 am ¶
Blackwasp19 wrote:

Really? Really, KFC. Yea there is a lot going on here. You already mentioned the accents and the costuming, some hodgepodge of Asian culture and not what most Asians – regardless of country of origin – where either in their country of in the U.S.

Americans seem to enjoy making light of Asian culture, mostly because we misunderstand it so often and make is “mystical”.

KFC is tryin hard cause their food is horrible and unhealthy.

Posted 04 Jun 2009 at 8:56 am ¶
Restructure! wrote:

Stupified at how frequently this shit just passes under the decency/cultural sensitivity radar and makes it onto TV in the first place.

Some (white) people may even think that including Asians in “ethnic costume” is cultural sensitivity. I see some advertisements apparently directed at my demographic in “chop suey font”, or having other characteristics that white people think (East) Asians identify with.

Posted 04 Jun 2009 at 9:18 am ¶
Becky wrote:

I’m glad you wrote about this. I saw the commercial the other night on TV and pointed out to my husband how rediculous it was. I don’t usually write to companies to complain about things (I usually think they won’t care what I have to say anyway), but I clicked on your link and told KFC what I thought about their stupid commercial.
I’m a lurker, and I don’t comment because I feel I have a lot more to learn from you all than I have to offer, but I wanted to comment that I really enjoy the site. Thank you.

Posted 04 Jun 2009 at 9:19 am ¶
gatamala wrote:

yep. I noticed the “accent” as well. Between this and the Great Popeye’s 4.95 Incident I’m done with chicken.

Posted 04 Jun 2009 at 9:40 am ¶
Deaf Indian Muslim Anarchist! wrote:

haha, WTF. this is like a flashback to the 1980s, when there were racist portrayals of young Asian American teenagers in 80s teen films…

Posted 04 Jun 2009 at 10:49 am ¶
Kavita wrote:

Yes, this ad is completely obnoxious and reminds me of the Skittles commercials out now that throw in random POC, seemingly as punchlines. And those Burger King commercials with the Asian man with the bowl haircut. It is totally depressing but I think Restructure! is probably right–somewhere some clueless marketing execs actually think they are being culturally sensitive (and funny and “hip”).

Posted 04 Jun 2009 at 10:56 am ¶
9jah wrote:

I tend to think of “racist” as stuff that is hateful/abusive but this is definitely unacceptable racial stereotyping at its worst. Unbelievable, really, that in 2009 stuff like this would still get through the filters of writers, producers, editors etc.

Posted 04 Jun 2009 at 11:00 am ¶
Mammith wrote:

I think due to less high profile Asians and a less well-known history of campaigning against stupid images such as these, a lot of these media creators see this sort of crap as something they can still, quite openly, get away with.

Here in the UK we have these really stupid Uncle Ben’s (ready made food sauce) adverts in magazines that show a white family being descended upon by hordes of Asians (who wear ‘traditional’ dress, just in case you were unsure who they were) who all want some and seem to have an innate Asian-food sense for the crap.

And I’m still not sure what to make of this:

http://www.youtube.com/watch?v=na7sGGA_1So

Posted 04 Jun 2009 at 11:11 am ¶
Brandon wrote:

My eyes can’t stop rolling. I saw this ad for the first time last night. I turned to my mother and said “Yeah, because we just can’t tell that they’re Asian unless they wear those headbands.”

I’m mildly surprised KFC didn’t announce their arrival in the ad with the crash of a gong. Come on…

Posted 04 Jun 2009 at 11:26 am ¶
johnjihoonchang wrote:

I feel horrible. Before I knew this ad existed, I went to KFC and bought their grilled chicken… well actually, I went with a coupon for a free piece of chicken and got one for free. Don’t throw rocks at me! I was curious!

And now they shall get no more of my business. (Unless they recant their racist ways and make their food healthier as well!)

Posted 04 Jun 2009 at 12:26 pm ¶
Mary Lawler wrote:

I don’t know what they were thinking it’s so out of context, but…I find it refreshing to see people in traditional dress, but what the hell do I know? I like to see Scots in kilts, Asians in kimonos (or equivilant). I don’t see that as stereotyping except in this case where it has no purpose and they are the only ones portrayed that way. People should be proud of their heritage and proud to wear traditional garb.
P.S. I wouldn’t eat KFC if you paid me.

Posted 04 Jun 2009 at 2:23 pm ¶
Eva wrote:

Political correctness to me is more about teaching people how to have healthy boundaries. If a three year old runs up to a heavyset woman and screams, “FAT” the parents should tell the child that behavior is not acceptable, so you don’t run up to heavy people and make fun of them. It seems that people who made this KFC commerical never learned that lesson.

Posted 04 Jun 2009 at 2:26 pm ¶
Daniel Jimenez wrote:

“Unbelievable, really, that in 2009 stuff like this would still get through the filters of writers, producers, editors etc.”

I wonder how all these people can still hold their jobs during this economic crisis. Seriously. I thought that not offending you current and potential customers was marketing 101, or just plain common sense. I’m sure that there are people out there from all races that are more qualified than these buch of ignorants and are currently unemployed. But again, “is not what you know, but who you know”.

Posted 04 Jun 2009 at 2:28 pm ¶
Tracey wrote:

How…. I mean, how? I refuse to believe a bunch of grown behind adults sat around, pitched this idea, and then used it. Not one person with the ability to pull the plug or at least change the wardrobe was like:
“No. How about jeans and sweaters. And the silly dancing , no. How about oh I know the kids. Why the hell is there dancing in a chicken commercial?And another thing why are they paired together? The other people paired make sense (children, apparent couple,twin, apparent fraternity brothers)? Do all asian ppl just happen to know each other?” I totally admit the last part is probally overreaching about reason they were paired together, but when I see a commercial like that I like to expect the worse of the producers/writers out of spite. Grrrrrrr. Just wow. rant,rant. The worst part is if I pointed this out to some people they would retort with “PC/oversensitive/ I’m the one who’s racist for pointing it out,etc.” (On a side note they I found them and twins to be hot, otherwise I probally wouldna even watched the whole thing).

Posted 04 Jun 2009 at 2:45 pm ¶
Ruchama wrote:

Relatedly, I saw a commercial for Six Flags a few days ago. I remember a very similar commercial playing the past few summers, with, in the corner of the screen, a young Asian guy with that sort of accent saying, “Six Flags! More flags! More fun!” In this year’s commercial, they still have the same audio, but now their other “spokesman,” a bald white man in suspenders and bow tie, is mouthing the “Six Flags! More flags! More fun!” while it’s still the same “Asian” accent audio track from last year. I have no idea what happened there.

Posted 04 Jun 2009 at 8:01 pm ¶
BSK wrote:

I haven’t seen this commercial on the air yet, though I have seen a handful of other KFC Grilled Chicken (KGC? KFCGC?) commercials. I wonder where exactly this is being aired. I live just outside DC, and part of me wonders if this is being played in primarily white areas, where there is little “risk” of offending people? Hm.

Posted 04 Jun 2009 at 8:38 pm ¶
Jehanzeb wrote:

I hate it whenever movies, television shows, or commercials use non-White people just to get laughs. I hate it even more when I hear my White friends repeat the jokes and (poorly) imitate that accents. These kind of “jokes” really have an impact on the way people perceive other groups and I think it’s such a shame that the industry doesn’t care.

Posted 04 Jun 2009 at 9:13 pm ¶
tallulahbankhead wrote:

Do any of the commenters have thoughts why the actors would accept a check to be a part of the ad?

I wonder who the two men are because I would love to hear their thoughts on this discussion.

Posted 05 Jun 2009 at 1:02 am ¶
PhillySouledOut wrote:

Well that was some shuckin’ and jivin’ for some chicken if I ever saw it…damn shame!

Posted 05 Jun 2009 at 1:56 am ¶
Tracey wrote:

@tallulahbankhead: No clue why these particular actors would. Maybe they didn’t think it was offensive or reinforcing a stereotype. IDK. But I do know that actors will often take a role b/c they just need the money, even if aware of reinforcing a stereotype. Ahmed Ahmed has a great joke about it on the axis of evil tour. Basically he wasn’t going to take a role as terrorist he had jokingly auditioned for because he felt it fed into stereotypes and was harmful to the portrayal of Muslims and Middle Eastern/South Asian peoples. Then his agent said it was $30,00 for one week. He took it. Kal Penn took a role as terrorist on 24 b/c he felt the fear of reinforcing negativity shouldn’t keep him from playing a role he thought would be good, kidnapping and blowing stuff up.
Either way, I realize actors have agency and various reasons for taking stereotypical roles, with this commercial my problem is with the writers, directors, wardrobe dept, and ppl who pitched it in general.

Posted 05 Jun 2009 at 10:03 am ¶
Klonoa wrote:

@Tracey: Given the types of roles Asians *aren’t* getting that they by and large should be represented (starring) in (e.g. Avatar, the largely Asian-less Dragonball “movie”/crime against humanity, a Ryu-less Street Fighter movie) maybe they thought this was the best work they were going to get/were offered in a long time. It’s work; you take what you can get. Although, I felt sorry and somewhat embarrassed for them.

Sigh. Among other things, just more of the same, reinforcing the perpetual foreigner stereotype. I thought they were sushi chefs, and they were juxtaposed with casually-dressed, non-dancing folks. The commercial made no sense when I first watched it without the sound on but the images were enough to make my stomach turn. Do non-Asians still think of us like this?

Posted 05 Jun 2009 at 7:29 pm ¶
Dee Galloway wrote:

@ Fiquah: apparently the radar is still inoperable…has been since…oh…FOREVER!

Posted 05 Jun 2009 at 7:48 pm ¶
Fiqah wrote:

@Dee Galloway: Seriously. Really gotta stop expecting more of folks, it’s a recipe for disappointment.

Posted 05 Jun 2009 at 10:09 pm ¶
golby260 wrote:

My mother, brother, and I had just tried their grilled chicken just this past Thursday (the 4th), too, and I opt to divert as many people as I can from purchasing any more of their meals until they make a formal apology.

I liked the chicken, but I’m getting sick and tired of Americans, singular or corporate, Miley Cyrus or KFC, using Asian looks or Asian people for quick laughs. Enough, already!

Posted 06 Jun 2009 at 3:44 am ¶
Restructure! wrote:

I wonder where exactly this is being aired. I live just outside DC, and part of me wonders if this is being played in primarily white areas, where there is little “risk” of offending people? Hm.

All I know is that this commercial was shown in Toronto, Canada, which is 13% East Asian (Chinese + Korean + Japanese).

Posted 07 Jun 2009 at 11:40 pm ¶
Alan wrote:

Wow, I really can’t believe there isn’t more uproar about KFC’s racism in this commercial.

The first time I saw it, I immediately thought about how racist they were being toward Asians.

What if the African Americans in the commercial were wearing African head dresses, barefoot and dancing around with spears in one hand, and KFC in the other? Would that be any less racist?

I don’t think so.

Posted 08 Jun 2009 at 1:46 pm ¶
deb wrote:

I saw the commercial for the first time the other day. Didn’t quite get why the Asian men were dressed that way (I kept wondering if they were supposed to be portrayed as restaurant workers)?

A little off topic…. I was a little sensitive to the Six Flags commercial with the young Asian man saying “More flags, more fun!” It’s posted here. To my ears the guy’ s “accent” was a bit heavy/exaggerated. (It doesn’t sound that way now. Was it dubbed?) And the martial arts-type sound effects only served to make the guy seem like a caricature.

Now the Asian man has been replaced by the old dancing guy.

Posted 08 Jun 2009 at 2:20 pm ¶
korshi wrote:

Not that it explains the ad at all, but from their accents I think the two guys are Japanese, and they’re dressed as sushi chefs… so at least there’s some connection to food.

Posted 09 Jun 2009 at 6:54 am ¶
Blue Wizard wrote:

If you guys are angry about this, please write KFC about it. We need to get in their face and say we’re never buying from them again because of this. That’ll grab their attention, maybe an apology, and hopefully it won’t happen again.

Posted 10 Jun 2009 at 11:08 am ¶
JC wrote:

I saw this as well. I will never eat at a KFC or Yum Brands (Taco Bell, Pizza Hut, Long John Silver’s) restaurant ever again.

All I can do is vote with my wallet, nothing more.

Posted 11 Jun 2009 at 11:08 am ¶
The Hero Of Rhyme wrote:

Yeah… I know I’m like super late commenting on this but I think that chicken commercials are inherently racist. Case-in-point this Popeye’s commercial that’s so ludicrously racist it borders on parody: http://www.youtube.com/watch?v=QGHFVjeCmhc&feature=related

Posted 18 Jun 2009 at 5:31 am ¶
Kiyoe Yamanaka wrote:

Grrrr. thats all i could say after i saw that commercial. i could tell by the accents they were japanese and that really offended me because i myself am japanese. all i could think was why didnt they get the white people in red coat suits or a mario costume (or a costume of whatever white nationality they are) or the african americans in an african robe and head dress bear foot? i mean come on just because the guys are asain? this is racist. America is mostly full of white people . what if it were the other way around were asains were most of america and we went around making fun of whites on our commercials with mario and luigi suits making them say itsa pasta! now they would be doing the same thing we are. so they are dumbasses tat need to learn the lesson they should have learned in PRK is to treat people the way you would like to be treated.Since the 5 years ive lived in america ive never been to KFC. and i dont intend on going until they apologize for this shit.

Posted 25 Jun 2009 at 3:28 am ¶
YuLong wrote:

A bit insulting, but I took it that ‘even sushi chefs liked the new grilled recipe’. Don’t understand why they had to stereotype them. Being half Chinese, I was irked that we took a racial slu hit yet again. By the way, I adore the tall guy. Who is he? Has he done any other commercials. Just for the hell of it, I pulled up and ordered it just like the commercial…….Chickiiiiiiiin! He’s adorable!

Posted 28 Jun 2009 at 12:43 pm ¶
Dave wrote:

KFC planned this. They wanted controversy. This blog entry is spreading the popularity of this commercial.
Sure if there are enough complaints, they issue an apology or give coupons to those offended… but it’s the cost of doing business.
Viral!

Posted 21 Jul 2009 at 3:23 am ¶
Cindy wrote:

I actually wrote KFC to tell them that the commercial was offensive. Their response was that the Asian men were actual Japanese chefs and were wearing their own uniforms that they wear to work. They could not justify why only these two men were acting a fool in the commercial. A subsequent version from the one you post is actually worse. KFC claimed to be sensative to their customer base. I think running such an add shows that they are not!

What’s worse is that they continue to run the commercials.

Posted 29 Jul 2009 at 2:59 pm ¶
everyman wrote:

Thanks for the link. I sent a complaint via the comment form as well. Thanks for posting that. Well, they are losing my business, after reading that stupid response about “actual Japanese chefs”.

Posted 25 Aug 2009 at 12:44 pm ¶
TokenASIAN wrote:

If those 2 Asian dudes were not straight from Asia and they were completely American Asians, they are a disgrace to the race…..but they spoke good enough English to make me believe that they knew exactly what they were doing, therefore they are to blame for not educating the ignorance that is prevalent in today’s major corporations and societies. Oh…and they forgot to bow.

Posted 08 Sep 2009 at 9:09 pm ¶