KFC BELIEVE IN CHICKEN iS ‘THRILLER’ FOR THE AI ERA

KFC’s new campaign wants to remind you that there’s always one thing you can rely on: chicken.

In this AI era where you can’t immediately tell what’s real and what’s artificially generated, with brand trust at an all time low, deep fakes and disinformation running wild, KFC brings us a great new rallying cry for the ages.

It’s THE 2024 remix of the legendary Thriller coupled with the iconic T-Mobile flashmob ad for the AI generation.

The spot highlights the unpredictable economy, extreme weather, AI, baffling fashion, online dating and the amount of crisps in a packet, before offering viewers chicken as the one thing they can believe in.

Scenes include a fox walking into a pub as a TV news anchor asks: “It begs the question, what can we even believe in any more?”

A group of people dance in the street before forming a circle around a chicken in a quasi religious fashion.

The spot ends with the wording: “Believe in chicken”.

Kate Wall, marketing director at KFC said: “We believe wholeheartedly in chicken at KFC. It’s our core obsession, always has been and always will be. This campaign is pushing the importance of this as our number one belief and celebrating this in an irreverently witty way. Our staff and franchisees loved the confidence of the campaign too. We really wanted to bottle that belief.”

KFC’s marketing team had been pushing each other to do “bolder work that pushes off culture and is a bit more appealing to younger consumers”.

Martin Rose, ECD at Mother commented: “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.”

Ad by Mother, Media by Mindshare.

KFC BELIEVE IN CHICKEN iS ‘THRILLER’ FOR THE AI ERA