The KFC’s advert places us in a dystopian future in which the only solution is to believe in chicken.
Today’s society is experiencing moments of uncertainty. Economic, political and environmental problems are taking their toll on a young population that sees the future with pessimism. This is especially relevant in the United Kingdom, where generation Z does not find references to rely on.
This uncertain future is the starting point of KFC’s advertising campaign. The American restaurant chain places us in a dystopia where the only way forward… is to believe a chicken. And he does it through a choreography that at times reminds us of Michael Jackson’s famous “Thriller.”
“Believe in Chicken” is the title of the KFC’s advert made by the Mother agency for the British market. With this campaign, the brand aims to be a lifeline for those young people who see the black future.
The piece shows us the progress made by AI and how it is about to dominate the world. Little by little, we are listening to music with futuristic chords that connect with the inhabitants of the city. They begin to move to the rhythm of the music, with movements reminiscent of the famous song “Thriller” by Michael Jackson.
The KFC advert ends with all the inhabitants dancing to the rhythm of a chicken turned into a kind of god, who seems to be the culprit of having possessed them. According to Monica Pool, KFC’s chief marketing officer: “We felt it was time to take a big step forward. We know we have to constantly reinvent our brand to remain relevant.”
For her part, Neasa McGuinness, head of strategy at Mother: “The ‘insight’ of the campaign is simply that people crave things that are real and that they can relate to, things that they can trust and that give them a little bit of comfort.” comfort. KFC’s campaign tries to capture everything that everyone thinks, but no one dares to say.”
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