The best print ads often make you look twice. A perfect example? This campaign for KFC Hot and Spicy out of Hong Kong.

In a clever and well executed set of ads, Ogilvy Hong Kong replaces fire in photography—shots of the Space Shuttle, a rocket-powered race car and a group of Power Ranger stand-ins—with blown-up (in more ways than one) images of spicy fried chicken.

There’s not much to the concept, spotlighted by Campaign Brief Asia, but in this case that’s a good thing. Once you get the concept, you get the concept and can just sit back and appreciate the craft.

Ogilvy Hong Kong

Ogilvy Hong Kong

Ogilvy Hong Kong

Agency: Ogilvy & Mather Hong Kong

Client: KFC Hong Kong

Chief Creative Officer: Reed Collins

Creative Director / Business Partner: John Koay

Creative Director: Matt Nisbet

Associate Creative Director: Kai Fung Chan

Art Director: John Koay

Account Manager: Stella Fung

Project Manager: Jennifer To

Photographer: Illusion, Bangkok

Illustrator: Illusion, Bangkok

Retoucher: Illusion, Bangkok