KFC’s Dystopian “Believe in Chicken” Campaign
Tània Castañeda Albert, Eslogan Magazine – Last year, the KFC restaurant chain launched a campaign that broke all its advertising codes. A campaign that elevated chicken to the status of a deity and was worshiped by a large crowd surprised both insiders and outsiders in a positive way.
Now, the brand has sought to expand the lore and take it a step further, bringing the story to a more unsettling realm. This time, the campaign places us in an enigmatic forest, with a mysterious cult that obsessively worships a golden egg.
“Believe Part 2: All Hail Gravy” is the title of the KFC advert created by the Mother agency and directed by Vedran Rupic. The campaign follows the style of “Believe,” reinforcing the brand’s identity with a surreal and dystopian tone.
The previous campaign showed how the world’s population moved to the rhythm of music, with movements reminiscent of “Thriller” by Michael Jackson. This time, the action takes place in an enigmatic forest, where a mysterious cult worships a giant golden egg. A young man wants to be initiated into the ritual and ends up submerged in a golden lake full of gravy, from which he emerges breaded like a KFC chicken piece.
According to Martin Rose, executive creative director at Mother London, regarding the KFC advert: “KFC is an icon. And all our work for KFC respects that idea. It also respects the audience, who perfectly understand that logic is set aside in the campaign for 120 seconds to explore the symbolism of obsession with fried chicken. It provides phenomenal escapism from the real world.”
Meanwhile, Monica Silic, Chief Marketing Officer of KFC in the UK and Ireland, states: “The ‘Believe’ campaign is specifically designed to entertain. And it provides a break from the often chaotic and dull real world. It’s our way of sharing our absolute obsession with fried chicken while simultaneously giving our audience something fun to believe in amidst all the noise.”
