KFC has started a series of five Super Bowl-themed spots to push its Honey and Spicy BBQ Wings varieties. The campaign for the Tricon Global Restaurants' chain will feature pitchman Jason Alexander bringing wings to liven up a boring football party. Two guests at the shindig include 1985 Super Bowl champ Chicago Bears teammates Jim McMahon and William "The Refrigerator" Perry.
The effort, from Omnicom Group's BBDO, New York, will run through Feb. 17 on network TV, but not during the Super Bowl. Promos for the wings will run through March.
KFC's ad spending is estimated at $15 million to $20 million.