KFC Hong Kong wants to imply that their Hot & Spicy Chicken is hot. And, if these print ads by Ogilvy Hong Kong are any indication, the chicken is burning rocket fuel-type hot.

With the use of creative placement and clever lighting, actual KFC chicken parts are used to represent fire and smoke. The space shuttle has lift-off, indicated by the drumsticks and wings it leaves behind, while imitation Power Rangers pose in front of a chicken explosion.

via adweek