Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Unless you've been cooped up with a group of angry chickens at the bottom of your garden over the last few days, you'll know that KFC has had a problem this week.
Moving to a new -- and, I suspect, cheaper -- logistics system meant that somehow most of its UK restaurants didn't get deliveries of the brand's most fundamental ingredient.
KFC first tried to be amusing, but it didn't quite come off, as customers told it to get stuffed.
But when you have a lot of people disliking you with a certain intensity, it's still possible to pull a rabbit -- oh, what am I saying, a perfectly-fried, juicy chicken -- out of the hat.
And so it was that KFC's troubled marketing brains emitted this in certain British newspapers.
KFC's 'our bad' ad is brilliant. pic.twitter.com/CHFU5HDcrO-- Alex Goy (@A1GOY) February 23, 2018
Talk about disarming.
I know that not everyone has quite the sense of humor with which the Brits are blessed.
That's why Hollywood is often desperate to get British writers and actors to come to the U.S. and have their work completely decimated by ignorant Hollywood committees.
Yet the Brits can be won over with the simple, clever and plain funny.
So here we had three letters that said it all. And, frankly, a little more.
The ad not only apologized, but thanked customers and staff for their forbearance.
The reaction must have seemed beautiful to angst-ridden KFC marketers' eyes.
Apolgogy accepted @KFC_UKI ! Best apology ever !!-- Amandip Kaur (@amandipkaur1) February 23, 2018
Yes, it was indeed an apolgogy. An apology that might have left some marketers agog.
Perhaps it was just luck that someone fell upon this marvelous idea and that no-doubt nervous KFC marketers decided to run with it.
But the tone with which you speak and the emotions that you can harness to turn a negative situation into a positive is fully on display here.
My colleague Justin Bariso offers this wise definition of emotional intelligence: "The capacity to identify emotions, to recognize their powerful effects, and to use that information to inform and guide behavior. It includes the ability to influence -- to evoke strong emotions in others, with a view to persuading or motivating them."
You just know that this ad evoke strong emotions.
Strong guffaws, in fact.
I feel sure that KFC, having battered itself into a pit of its own making, suddenly got many of its customers back on its side.
In other news, 700 of the chain 900 UK resturants are now open again.
Yes, they even have chicken.
Thank, um, goodness for that.