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KFC introduces its Great American Bites range with a campaign about a rodeo rider and his dad. Bartle Bogle Hegarty created the TV ad, in which a father prepares his son to compete at a rodeo tournament and then treats him to a KFC takeaway meal afterwards. The son in the ad is the real-life rodeo rider Jeffrey "Spur" Lacasse. The spot – which continues the fast-food chain’s more emotional style of advertising in the UK under BBH – ends with the line: "Reward your taste of adventure with KFC’s Great American Bites." It was created by Shelley Smoler and Raphael Basckin, and directed by Jeff Labbe through Academy. Post-production was by The Mill.