Super Bowl

Jim Gaffigan Is the New Colonel Sanders in KFC's Streaming-Only Super Bowl Ad

Norm MacDonald Retires the White Suit and the Bucket of Chicken

By Published on .

Advertising Age Player

KFC will use Super Bowl 50 to ntroduce the new Colonel Sanders.

Comedian Jim Gaffigan will debut as the founder of the fast-food chain during Sunday's pre-game broadcast and in an in-game spot in CBS's live stream of the big game. While the live stream will feature all of the national TV broadcast ads this year, CBSi sold separate national stream-only ads to replace the local ads TV viewers will see.

In the 30-second commercial -- created by Wieden & Kennedy and titled "Dream" -- Colonel Sanders wakes up from a recurring nightmare in which Norm MacDonald has stolen his identity and takes credit for KFC's Nashville Hot Chicken.

"When I found out Colonel Norm was all a dream and the Real Colonel Sanders is Jim Gaffigan I was stunned," Kevin Hochman, chief marketing officer, KFC U.S., said in a statement.

Mr. Gaffigan is the third comedian to don the white suit as part of the current campaign. The effort kicked off last spring with "Saturday Night Live" alum Darrell Hammond starring as the Colonel. He was replaced last summer by Mr. MacDonald.

At the time, Mr. Hochman said it was all part of a plan that had been pitched to him, though he'd been dubious at first.

"I remember thinking, 'Are you guys absolutely crazy?'" Mr. Hochman said. "They said that they thought they could evolve this thing to be almost like a James Bond character where you flow in different characters."

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