The world is growing more unpredictable. Be it the rise of AI, an uncertain economy or political misinformation the world is increasingly chaotic. Even the more light-hearted but equally misleading fake dating profiles or lack of crisps in a packet add to a sense of insecurity. A new UK brand campaign from KFC urges audiences to ‘Believe in Chicken’ in this world of uncertainty.

The campaign, created by Mother London, strives to give audiences something to believe in as the world becomes increasingly unpredictable. The spot reinforces KFC’s predictability and its commitment to serving consumers reliably good chicken in spite of what is going on in the world.

A launch film will premiere in a prime time slot during the Euros opening match, Germany v Scotland, from 20:00 on ITV1. The film takes viewers on a journey of the misleading world we live in today from confusing fast fashion to videos that use questionable AI. Showcasing the micro and macro uncertainties in the world, the spot offers up chicken as something that can truly be believed in.

The film unpacks some of the most talked about trends that lead to mistrust circulating in today's culture, such as the use of AI. The film has been directed by Vedran Rupic via Business Club who helps to unpack the trends to a hypnotic beat. Dynamic choreography builds speed and tension giving the spot its dramatic tone.

Choreographed by Sven Lesoria, the collective movement draws from the hero chicken's hypnotic head bob and staggering forward strides. The mesmerising routine culminates in everyone joining the circle to ‘Believe in Chicken’.

“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,” explains Kate Wall, Marketing Director at KFC.

The film will be run across TV, cinema, BVOD, online video, and social platforms with the wider campaign making use of outdoor space nationwide on high-impact placements, including a range of banners, large-format screens, buses, and the iconic Piccadilly Lights. For this portion of the campaign, ‘believe in chicken’ messaging will be distilled into the snappy copy to accompany product shots of KFC favourites, tailored to location and timing throughout summer.

Tapping into the country's growing feelings of uncertainty and mistrust in a pivotal election year, the campaign makes use of KFC’s signature light-hearted tone to enter an important conversation that is impacting audiences. Providing a moment of joy and relief through a ‘belief in chicken’, the campaign builds trust with consumers and doubles down on the brand's commitment to deliver only the best fried chicken.