KFC’s “Believe in Chicken” campaign, crafted by Mother, is a bold and whimsical endeavor to elevate chicken to a near-religious status in the fast-food pantheon. With a mix of mysterious teaser ads, a hypnotic launch spot, and a unique new typeface inspired by their iconic Original Recipe Chicken, this campaign aims to remind the world why KFC stands unrivaled in fried chicken.
Creative Concept
The campaign kicks off with teaser ads that intriguingly mix the aesthetics of political and activist campaigns with playful nods to KFC’s core product: chicken. These outdoor adverts, featuring slogans like “trust in herbs” and “believe in spices,” set the stage for the full campaign launch. The narrative culminates in a spot directed by Vedran Rupic, where crowds, led by a hypnotic beat and drawn to an unseen leader, are revealed to be following the scent of KFC’s chicken. Music and movement direction add an almost cult-like allure to the ad, creating a memorable and engaging experience.
Star Power and Production Quality
While there are no traditional celebrities, the real star is the execution. The commercial exudes high production values, directed by Vedran Rupic and cinematography by Nicolay Poulsson. The intricate work of puppeteers Robert Tygner, Niklas Hermansson, and Oskar Wallroth, combined with the visual effects by Black Kite, brings a unique and captivating element to the ad. The hypnotic score, supervised by John Connon and created by Mr. Pape, perfectly complements the visual storytelling, enhancing the overall impact.
Typeface Innovation
A standout feature of the campaign is the debut of KFC’s new typeface, Original Recipe, which was developed with Family Type. Reflecting KFC’s chicken’s unique, hand-breaded nature, the typeface incorporates natural imperfections, ensuring no two letters are the same. This variability underscores the brand’s commitment to uniqueness and quality, adding an innovative and personal touch to all communications.
Pros and Cons
Pros:
- Innovative Typeface: The new variable typeface adds a distinctive and memorable element to the brand’s identity.
- Engaging Narrative: The campaign’s compelling storyline aligns perfectly with the brand’s message.
- High Production Value: Exceptional production quality enhances the ad’s appeal and effectiveness.
Cons:
- Abstract Messaging: The metaphorical approach may not resonate with all viewers, potentially obscuring the campaign’s core message.
- Over-the-Top Presentation: The cult-like imagery, while memorable, may not appeal to all demographics.
Cultural and Societal Impact
The campaign taps into current societal uncertainties, positioning KFC as a reliable constant in a world of flux. This message might resonate with audiences seeking comfort and reliability in their choices. By playfully adopting the tones of political and activist campaigns, KFC also cleverly comments on the saturation of media messages and the search for authenticity.
Final Thoughts
KFC’s “Believe in Chicken” campaign is an ambitious and creative effort that sets the brand apart in the competitive fast-food market. Its blend of high production values, innovative typography, and engaging narrative effectively underscores KFC’s commitment to quality and uniqueness. However, its abstract and whimsical approach might not appeal to everyone, making it a bold but potentially polarizing campaign.