In an attempt to illustrate the height of its Tower Burger, KFC flips it horizontally so that it fits on the screen.

The TV ad begins with a voiceover warning: “The following commercial is too tall for TV.” The woman continues to explain the contents of the burger as the camera pans out and explains that “it doesn’t fit unless we do this”.

Disturbed’s Down with the Sickness begins to play as the burger is rotated 90 degrees.

Out-of-home iterations take the same playful approach and display the burger at the same angle. One ad includes the copy: “Finger lickin’ lanky.”

There are also a number of social posts, one of which positions the burger on top of the Blackpool Tower.