SNL veteran and “Last Comic Standing” judge Norm Macdonald is taking over the role of Colonel Sanders in a new campaign for KFC. Previously, the role was played by SNL impressionist Darrell Hammond after the fast food chain decided to bring the Colonel back after a 21 year hiatus.

Kevin Hochman, KFC's US chief marketing officer, acknowledges Macdonald’s shortcomings when it comes to the Colonel, “not quite looking like him, his voice being different, and his inability to cook the world’s best chicken,” but still feel that Norm is the best actor to play the Real Colonel. Perhaps it’s because KFC wants you to hate their ads. Greg Creed, the CEO of KFC’s parent company Yum! Brands told Food Business News that one out of five people hated the Hammond campaign, but that’s good news.  

 I am actually quite happy that 20% hate it because now they at least have an opinion. They’re actually talking about KFC, and you can market to love and hate; you cannot market to indifference.

The spots references KFC’s history and introduces a new family version of KFC’s Fill Up Meal.

Cover: YouTube