KFC Recruits Johnny Knoxville to Keep Fireworks from Ruining Fried Chicken Season

Every Fourth of July, Americans do two things: blow stuff up and eat with their fingers. According to the US Consumer Product & Safety Commission, one in three firework injuries affects fingers and hands. As a brand obsessed with bringing people Finger Lickin’ Good fried chicken, that puts way too many people at risk of not being able to eat fried chicken as it should be enjoyed.

So on the most dangerous day of the year for fingers, KFC has launched an irreverent public service announcement in partnership with jackass: best and last to save those fingers.

Starring America's sweetheart himself, Johnny Knoxville, directed by Jeff Tremaine and created by Highdive, the spot brings jackass energy to this holiday safety message that delivers five important firework safety tips in an effort to help people think twice before accidentally injuring even a thumbnail.

As Steven Fogel and Doug Fallon, executive creative directors at Highdive, explained, "Nobody owns fingers quite like KFC. So when we learned the Fourth of July is America's biggest day for finger injuries, we saw an opportunity to turn a cultural fact into a brand story only KFC could tell."