The Hammer era had long since ended when this commercial came out and the fact that he had been washed for years made his cooning even worse.
White folks were still listening to him at the time but black folks had been done with Hamner for 2 or 3 years. He was still riding high on the white folks haven't figured that I'm not cool anymore wave. White folks, KFC and Pepsi were still riding with Hammer well into the Adam's Family era. Shortly after that epic failure cacs and corporate America finally fgured out that we stopped fucking with Hammer 5 years prior and all his endorsements suddenly ended. Next thing you know he was trying to be a gangsta, wearing Speedos and ended up filing for bankruptcy.
Nothing good comes from cooning for chicken.