The Hockey Smile

What happens when you give one of the world’s most iconic faces a hockey makeover? This season, KFC Canada and its creative agency of record, Courage, are doing just that—removing the Colonel’s two front teeth with hockey tape, in a playful, culture-first campaign that proves how a simple tweak can say everything about a brand’s commitment to the game.

The hockey smile—a badge of honour for players with the same smile — is now part of the Colonel’s look, linking KFC to the grit, toughness, and humour, true to the Colonel’s nature, that also defines hockey. The ingenuity of the idea lies in its simplicity: by changing the Colonel’s face, the brand has embedded itself into one of Canada’s biggest passions in a way that’s both unmistakable and unforgettable.

“Hockey is one of Canada’s great unifiers, and this campaign lets us show up for fans in an unexpected but impactful way, that Courage helped bring to life,” says Azim Ahktar, Interim Chief Marketing Officer at KFC Canada. “The Colonel wearing a hockey smile isn’t just a clever creative idea—it’s a lasting symbol of how deeply we’re embracing the culture this season, and how closely KFC and hockey are aligned..”

Directed by Canadian filmmaker Mark Bone, whose acclaimed documentary work has been featured on CNN, the campaign was shot with a mix of various camera setups, including the new Iphone Pro, and actual CCTV cameras, giving it an authentic, grassroots texture.

“The brilliance of this idea is in its simplicity,” says Joel Hotby, Founder and Co-Chief Creative Officer, Courage. “We tapped into something instantly recognizable and undeniably hockey, while keeping it unapologetically KFC. It’s a small change to an iconic face, but it makes a massive cultural statement — the brand isn’t just sponsoring the game, it’s part of it.”

By fusing two icons—the Colonel and the hockey smile—KFC and Courage have created a bold campaign as part of the brand’s overall support of the sport, that connects with audiences where it matters most: in culture, on the ice, and in the hearts of hockey fans.

The launch spots show hockey fans and KFC employees playfully blacking out the Colonel’s teeth on signs and buckets, but the creative doesn’t stop there. The Colonel’s grin has been extended across store signage, buckets, packaging, OOH, social, rink boards, jumbotron footage, and sponsor segments—essentially every KFC touchpoint with the game.