Double Down: KFC’s legendary bunless burger is back

Two spicy Zinger fillets, supercharger mayo, cheese and now, for the first time ever, a crispy hash brown — KFC’s ultimate cult product, the Double Down, is back and spicier than ever as the Zinger Double Down.

To mark the eagerly anticipated return of the limited-run item, KFC has tapped into the obsessive psyche of a true believer who can’t help but see the thing they love in everything by turning the entire world into an ad for the Double Down - through some not-so-subtle visual trickery.

Phoebe Syms, brand manager from KFC UKI commented:“Using ‘doubliminal’ messaging, we’re altering people's perspective on the world, so that whenever they see any mundane ‘double’ objects out in the wild, they immediately think of the Zinger Double Down.”

Launching with five films across online, linear TV, VOD, DOOH and social — a bunkbed, perfume bottles, a summer holiday, a watch and even the KFC logo itself become Zinger Double Downs right before our eyes. The films were created by mixing classic production techniques with cutting-edge technology to create work that's loaded with personality, blending live-action footage, animation and AI-generated elements into one cohesive universe.

Martin Rose, executive creative director at Mother added: “Each film begins with a totally different look and feel to lull the audience into a false sense of security, before unexpectedly morphing into Zinger Double Down.”

It is accompanied by a hypnotic soundtrack that gives more on what makes the Double Down so special - its recipe. The ‘seeing double’ message will not only be communicated in film - it will be physically amplified via OOH and guerrilla activations across everyday objects, from double yellow lines, to double doors, to double steps and Double Decker busses - all helping to build the subliminal message to KFC fans.