Humanity has adopted a new chicken-worshipping religion in a surreal new spot for restaurant chain KFC that takes viewers on a dystopian cinematic journey.
Developed by creative agency Mother, the 110-second spot plays on the topsy-turvy nature of the modern world and offers people the chance to truly believe in something: chicken. It follows in the wake of a cryptic – and unnerving – week-long teaser campaign which primed chicken fans for the new launch.
“We believe wholeheartedly in chicken at KFC,” said KFC marketing director Kate Wall.
It’s our core obsession, always has been and always will be. This campaign is pushing the importance of this as our number one belief and celebrating this in an irreverently witty way.”
The film – which is KFC’s biggest ever brand campaign – will premiere during a primetime ad break tonight, during ITV’s coverage of the opening match from Euro 2024, which pits the hosts against Scotland.
Directed by Business Club’s Vedran Rupic, the hypnotic spot will also run across broadcaster out-of-home, cinema, online video, social media and out-of-home.
“Believe in Chicken isn’t just a tagline; it embodies the sentiment shared by everyone who touches KFC,” said Mother executive creative director, Martin Rose.
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“Having one simple truth at the core of what you do makes you really powerful. You get to stand up and stand out. While our competitors may dabble in chicken (we have no beef with that), we’re simply restoring chicken to its rightful place, the top.”
A concerted out-of-home push will see the KFC brand dominate high-impact sites up-and-down the UK including the iconic Piccadilly Lights, with ‘Believe’ placements also running across banners, screens and buses.
The films launch follows a cryptic unbranded phase that has included mobile out-of-home and crop circle-like activations in a bid to build public interest and excitement.
Mother partner, Chris Gallery added: “KFC and Mother have always been each other’s biggest believers. Great work comes from partnerships like this. We tried to produce something that makes everyone else believe too.”
