For St Patrick’s Day 2023, KFC wanted to put the spotlight on their most authentically Irish menu item – the Chicken Fillet Roll. So, we decided to poke some fun at cliched notions of Irishness with a radio ad that asks the question, “What Does Ireland Sound Like?” Voiced by legendary stage actor Mikel Murfi in suitably self-serious style, our 40” spot takes the listener on a journey through a soundscape of typically “Irish” audio – before revealing the most Irish sound of all, as our announcer bites into a crispy KFC Chicken Fillet Roll.