This month, senior account manager Lauren discusses THAT ad.
Released back in June, KFC launched the “Believe In Chicken” campaign, encouraging consumers to rely on the fast food giant at a time when there’s not much else to believe in. The campaign kicked off with cryptic out-of-home (OOH) ads and a dramatic 260ft PR stunt— a crop field chicken carving on the flight path to Gatwick airport.
As intrigue and buzz built, the TV ad was released, created in collaboration with the London-based ad agency Mother and production company Business Club. The ad begins with scenes depicting media reports on today’s controversial cultural topics, such as the rise of AI, distrust in government figures, and the cost-of-living crisis, all presented in a dystopian, ‘Black Mirror-like’ style. Rhythmic music intensifies as zombie-like characters, half-dancing, half-stumbling, converge towards a massive crowd gathered around the focal point—a dancing chicken. The ad concludes with the chicken rising above the cult-like crowd, ending with the slogan, “Believe In Chicken”.
Mother describes the campaign with the following copy:
“The UK is in turmoil, and trust is at an all-time low. The weather betrays you. Politicians lie. Crisp packets are half full. But one thing has never let you down. Has always been good. Has always been perfect… Chicken… In these uncertain times, you can always BELIEVE IN CHICKEN”.
You can watch the ad here:
The response.
The response has been quite polarising. Many appreciate the high production values and creative concept, while others feel the strategic message misses the mark. The decision to feature a live chicken rather than KFC’s product has also sparked backlash from animal activists, who argue that the ad glorifies animal abuse. VFC (Vegan Fried Chicken) has countered with impactful visuals urging people to “Believe In Chickens”.
My thoughts.
I admire the brand’s bravery and find the ad quite entertaining. However, I believe the message comes across as somewhat irresponsible. Suggesting that people give up on making a difference and instead get a KFC seems rather negative. Nonetheless, the ad has certainly generated conversation, and it won’t deter me from enjoying a cheeky boneless banquet every now and then!
