Harland Sanders is typically portrayed as a jolly fellow in most KFC advertising, but the truth is the Colonel had a temper—described, in fact, as a “terrible wrath” in a 1970 New Yorker profile. He was also “famous among KFC people for the force and variety of his swearing,” that same piece reported.

The new KFC Canada spot, then, seems true to the man—as he gets increasingly agitated, eventually letting an F-bomb fly, upon hearing about the chain’s new Twosdays deal, which offers two pieces of Original Recipe Dark Meat chicken or Tenders for $2.99 every Tuesday.

This is great for customers, but goddmammit, the Colonel feels it’s underpriced.

The agency went down the rabbit hole in researching the Colonel, who generally doesn’t appear as often in the Canadian advertising as he does in the U.S.

“Colonel Sanders was incredibly passionate about his food and the customers,” said Joel Holtby, co-founder and co-chief creative officer at Courage. “When we started to dig more into who he was, we found a wonderful creative lens to bring this offer to life.”

“The campaign naturally lent itself to using the founder and chef himself, the Colonel,” added copywriter Matt Miller. “It was an incredible opportunity to represent Harland Sanders in the way he used to carry himself in the real world. Never afraid to voice his opinions on KFC's business decisions, yet always passionate about his Original Recipe.”

Along with the spot above, Sanders will oppose the deal in various other media, including print, OOH and social. The three spots below will run in social channels.

“We wanted to give KFC fans something to truly celebrate—an unbeatable deal on a day of the week that has become synonymous with our brand,” said Katherine Bond-Debicki, chief marketing officer at KFC Canada. “You can understand where the Colonel is coming from—as the original Kentucky Fried Chicken chef, he knows more than anyone the craft and quality that go into every Finger Lickin’ Good bite. But we’re committed to giving Canadians rituals they can look forward to at a value that can’t be beat.”