KFC Canada Gives Colonel Sanders a Hockey Smile

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In Canada, hockey isn’t just a game, it’s a way of life. It’s pride, passion, and a shared language. To honor that spirit, KFC Canada and independent agency Courage came up with a perfectly clever idea: they gave the iconic Colonel Sanders a “hockey smile,” that proud, toothless grin worn by generations of players.

By simply removing two teeth from one of the world’s most recognizable faces, KFC managed to say everything it needed to: respect for the game, love for the culture, and a good dose of self-aware humor.

A Small Change, a Big Cultural Impact

Sometimes, a single detail can carry the entire message. Rather than relying on flashy sponsorships or overproduced ads, KFC opted for cultural fluency, a wink, not a shout. That gap-toothed smile says: we’re with you, Canada.

The spot, directed by Mark Bone, a Canadian filmmaker known for his raw, documentary-style storytelling, reinforces this authenticity. Shot using a mix of professional cameras, CCTV, and even an iPhone Pro, it captures the energy of local rinks and the unmistakable warmth of community hockey.

Fans Join the Fun

For Azim Ahktar, Interim Marketing Director at KFC Canada, the “hockey smile” isn’t just a visual gag, it’s a love letter to the sport. In the campaign, fans themselves join in by blacking out the Colonel’s teeth on buckets, posters, and billboards, turning the logo into a collective badge of pride. The activation spans stores, packaging, social media, outdoor displays, and even rink boards, making the Colonel feel like part of the team.

Rather than interrupting culture, KFC became part of it, no loud slogans, no forced branding. Just a subtle gesture that speaks volumes. In an era where attention is earned, not bought, a missing tooth can say more than a million-dollar media buy.