Back with more weird and wonderful, KFC’s ‘Believe’ campaign returns with a new focus: ‘All Hail Gravy’. Aiming to inject some fun into the advert landscape, the campaign’s short film is intended to reward audience attention with entertainment.

The work, created by Mother, continues the ‘Believe’ storyline of its predecessor, ‘Believe in Chicken’, which saw a giant chicken and its cult-like following dancing through the streets.

In this latest iteration, KFC switches the focus to gravy, a menu cult classic, by revealing some of the mythology behind KFC’s dedication to chicken.

Speaking on the campaign, Monica Silic, CMO of KFC UKI, explained: "The ‘Believe’ campaign is designed to entertain. It provides a break from the often chaotic or dull real world. It’s our way of sharing our absolute chicken obsession while offering our audience something fun they can believe in, amidst the noise”.

Over 120 seconds, the hero video opens in an enchanted forest. A protagonist becomes surrounded by a mesmerising group of people all dressed in brown, ‘believers’, before they make him one of their own.

Some ‘believers’ carry a giant golden egg as they all embark on a pilgrimage through the forest, eventually appearing at a lake of KFC gravy. Their journey is set to an original track - an upbeat song which synchronises their movement and builds before the climax.

When they get to the mystical opening, our protagonist is picked up and dunked into the lake. After this ritual he emerges, transformed into a piece of fried chicken.

The modern-day fable highlights KFC fans’ love for both Original Recipe Chicken and the restaurant’s famous gravy.

The film was directed by Vedran Rupic, who spoke about its purpose: "No matter what side of advertising one is on, one should know that making films is transactional. You give the audience something, and perhaps they'll reward you with something in the end. But if you're just taking their attention to feed them your message, the transaction has failed. You give, you get. Few brands understand this as well as KFC."

Martin Rose, Executive Creative Director of Mother, added: "KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we go deep into the symbolism of total chicken obsession. It’s a playful escape from the world.”

The film supports the fully integrated campaign, which includes OOH and PR activity.

Embracing the ridiculousness, ‘All Hail Gravy’ centres audience entertainment, letting the brand speak for itself whilst sustaining its unique tone of voice. Breaking away from category norms, the campaign thinks outside of the box and champions creativity. Bringing fun back to our screens, the work demonstrates that there are always more unexpected creative ideas waiting to be had.