Some foods can cause a mess on surfaces with moderate messiness, while others reveal themselves with crumbs scattered everywhere. Wanting to announce the temporary return of Extra Crispy chicken, KFC Canada focuses not on the product itself but on one of its effects: the crumbs scattered around.

In the commercial directed by Nikki Ormerod under the campaign titled Courage, the allure of the scattered crumbs, as part of the Extra Crispy experience, is portrayed on the screen.

The advertisements showcasing the campaign, demonstrating that the extra crispiness of the chicken is evident from its crumbs, also bear Ormerod's signature in the photos.