In these uncertain times—marred by political and economic turmoil, climate change and the rise of artificial intelligence—it’s hard to know what to trust. Restaurant chain KFC offers a simple answer to the lost and fearful masses: Believe in chicken.
The brand will launch its largest ever campaign in the U.K. today, with an ad premiering during the UEFA Euro 2024 soccer championship’s opening match between Germany and Scotland. KFC, already known for its lighthearted voice, issues an irreverent rallying cry for a younger generation inheriting an unpredictable world.
The film, created by agency Mother London, is set in a dystopian world where radio and TV broadcasters report on unsettling developments in AI, with one news anchor asking, “What can we even believe in anymore?”
A futuristic soundtrack kicks in and, like zombies, a city’s inhabitants begin following the hypnotic beat. As they move through deserted streets, the tension builds and it becomes clear that a mysterious force is pulling them together.
Finally, they all join in a circle around the source of that power: a chicken. The crowd sways and dances around the bird, their new deity.
The campaign will run across TV, cinemas, online video and social platforms. Outdoor ads share the bold call to “Believe” alongside shots of KFC menu favorites.
In the week leading up to the launch, KFC teased the campaign with unbranded ads speaking to those who’ve “lost all belief” with cryptic messages such as, “Trust in herbs, believe in spices.”