TSC: So, it’s been a while since I needed to speak about a National advertising spot that blatantly used short men as a punchline to ingratiate itself to a consumer base. But here is a recent fantastic example from a U.S. based proprietor of greasy fast-food chicken known as Kentucky Friend Chicken (or “KFC”). This ad, which is apparently targeted to an African American audience, includes body shaming and concepts related to gender norms - used for comic effect.

From what I can tell, the joke seems to be that “Louis” is a short guy who is sort of nerdy looking (we can tell this from his glasses), and yet a woman is attracted to him because he knows how to cook. Funny, right? See…because there is no way that anyone would be attracted to a guy that short. And, it’s not even chicken that he’s cooked. Get it? Get it?

Oh, and the Advertising agency who created this “brilliant” ad is DRAFTFCP. And also, Yum! (KFC’s parent company) made about $12 Billion last year. So, it’s really something of beauty when a multinational marketing firm and a $12 Billion corporation can come together in a public joint statement on what they consider to be your physical inadequacies. Body shaming for profit.