Comedy Central and KFC are collaborating on a new web series called, “Growing Up and Getting Out.” See here to read the Comedy Central press release. And here to see the KFC promotion page. The first episode came out a couple of days ago (see below).
KFC is rolling out yet another chicken product (“Original Recipe Bites”) and is trying to pitch this one to young adults without a lot of income—which is to say, Millennials who are moving back in with their parents. Their schtick is a contest website which not only shows the CC web series but also invites Millennials to send in their own “going back to your parents” stories. Viewers will vote on the entries, and CC producers will choose the winners. The winning entries will be given $1,000 per month for a year, presumably enough money for these winners to move out of their parents’ homes.
What’s my reaction? Well, I thought the first web episode is pretty funny—thanks almost entirely to the wonderful performance of David Koechner (born 1962: Anchorman, Talladega Nights). “Get a leather jacket… pop that collar!”
Other aspects of this story are rather depressing. In their press release, CC says their “free rent” contest is looking for “five quintessential members of the ‘Basement Generation.’” Basement Generation? Really? Meanwhile, KFC’s slogan for the whole deal (“Growing Up and Getting Out”) misses the mark by implying that these Millennials aren’t grown up just because they’re living at home and that they want to “get out” as though they feel they’re in jail. In fact, survey data show that a growing share of Millennials continue to live at home even after they get a job (to save money) and that few regard “getting out” as their number one priority. Many older people actually complain about just the opposite—that these Millennial kids are turning down paying jobs while waiting for the “perfect” job precisely because they don’t mind living with mom and dad.
What’s worse, “growing up” in the KFC ads is likened to the “growing up” of chicken nuggets into the bigger “Original Recipe Bites.” This is really schlocky.
Incidentally, I at first assumed that the opening statistic on the web episode (“85 percent of college grads are moving back home”) was just an exaggeration thrown in for laughs. Then I learned that this figure had appeared in Time, CNN, the New York Post and elsewhere. Well, the source of this number has since been debunked, which has discomfited the GOP group American Crossroads and others which have been trying to run with it.
The real numbers of course are bad enough. According to Pew, 53 percent of youth age 18-24 say they are living with (or have temporarily lived with) their parents; and for youth age 25-29, the figure is 41 percent. Pew also says that, under age 30, living at home is not correlated with educational attainment. So I think we’re safe in saying that somewhere between 40 and 50 percent of Millennial college grads in last few years have at some point come back to live with their parents. NPR, perhaps in an effort to spin the story the other way, interviewed a Pew researcher and left the impression that the real number is under 30 percent. That figure is too low.
Final note. Many restaurant chains, including Subway and Chipotle, are now collaborating with networks to produce on-line entertainment. Chipotle’s video, featuring Willie Nelson covering a song by Coldplay, is definitely upmarket—if not very highbrow and politically correct. It has won several awards. A far cry from KFC, as is the brand. I’ll close with it here: