Fast food chain KFC has launched the latest instalment of its surreal ‘Believe’ campaign, which this time sees a man inducted into a cult and transformed into a piece of fried chicken.

Developed by creative agency Mother, the work follows on from a series of hypnotic, AI-infused shorts promoting the new Zinger Double Down burger, which was released last month.

Building on last year’s cinematic launch ad, this latest two-minute film aims to delve deeper into the’ playful mythology’ surrounding the brand’s ‘passionate dedication’ to chicken.

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“The ‘Believe’ campaign is designed to entertain. It provides a break from the often chaotic or dull real world. It’s our way of sharing our absolute chicken obsession while offering our audience something fun they can believe in, amidst the noise,” said Monica Silic, KFC UK and Ireland CMO.

The film will form part of the ongoing integrated campaign, with assets due to run across TV, in-restaurant out-of-home and PR activity. Media planning and buying was handled by Mindshare.

Mother ECD, Martin Rose added: “KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we go deep into the symbolism of total chicken obsession. It’s a playful escape from the world.”