KFC's poultry beliefs
Mother's intriguing campaign for the drumstick seller climaxes in an oddball film from Vedran Rupic, encouraging the public at large to Believe in Chicken.
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Credits
powered by
- Agency Mother/London
- Production Company Business Club Royale/London
- Director Vedran Rupic
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Credits
powered by
- Agency Mother/London
- Production Company Business Club Royale/London
- Director Vedran Rupic
- Editor The Quarry
- VFX Black Kite Studios
- Sound King Lear Music & Sound
- Music Supervision Mr Pape
- Service Company Grandma/Lithuania
- Producer Christian Kuosmanen
- Executive Producer Tom Berendsen
- Production Designer Robin Brown
- DP Nico Poulsson
- Editor/Partner Paul Watts
- Executive Producer Dilia Knobel
- VFX Lead Jonny Freeman
- Senior VFX Producer Tamara Mennell
- Sound Designer Jack Sedgwick
- Executive Producer Natalie Curran
- Music Supervisor John Connon
- Executive Producer Linas Martinkenas
- Executive Producer Indre Petrukaitiene
- Producer Linas Pozera
- Art Director Arunas Cepulis
Credits
powered by
- Agency Mother/London
- Production Company Business Club Royale/London
- Director Vedran Rupic
- Editor The Quarry
- VFX Black Kite Studios
- Sound King Lear Music & Sound
- Music Supervision Mr Pape
- Service Company Grandma/Lithuania
- Producer Christian Kuosmanen
- Executive Producer Tom Berendsen
- Production Designer Robin Brown
- DP Nico Poulsson
- Editor/Partner Paul Watts
- Executive Producer Dilia Knobel
- VFX Lead Jonny Freeman
- Senior VFX Producer Tamara Mennell
- Sound Designer Jack Sedgwick
- Executive Producer Natalie Curran
- Music Supervisor John Connon
- Executive Producer Linas Martinkenas
- Executive Producer Indre Petrukaitiene
- Producer Linas Pozera
- Art Director Arunas Cepulis
With a general election looming, and some odd messaging choices already vying for votes, the UK public could be forgiven for assuming that fowl-following political outsiders were behind Mother's trail of (perfectly seasoned) breadcrumbs towards KFC's bold new campaign.
Instead, the outdoor media that included intriguing messages like 'trust in herbs, believe in spices' and 'believe in the original', alongside striking iconography in the brand’s signature red and black palette, were, in fact, leading towards the launch of an attention-grabbing new spot - Believe In Chicken.
Directed by Vedran Rupic via Business Club, a man known for po-faced surreality, the film sees hapless snackers all begin to bob along to the beat of a funky chicken; gloriously cast and choreographed to give the smiles a sinister edge.
“From the start, I had a really good feeling about this campaign," comments Rupic. "It's bold, clear and simple. The viewer should feel like they wanna move after seeing this. And if not, they should be: literally just vibing. To me, this was one of those inside-out ideas, where I'm never solving narrative problems, or patching ideas together. The core idea, coupled with a big musical component, meant I had everything I needed to make it interesting.
"This is the type of job in one's life that has one thinking: Why am I not only doing jobs like this?”
Martin Rose, Executive Creative Director at Mother ads: “Believe in Chicken isn't just a tagline; it embodies the sentiment shared by everyone who touches KFC. 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.”
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