Leaving some nodding their head for chicken and others asking ‘what the cluck?’ KFC's Believe in Chicken brand campaign has given audiences something else to talk about in the midst of election season.

Perfectly timed to poke gentle fun at audiences’ information intake fatigue, the campaign plays on the fact that the world is becoming more and more confusing. Be it the big things such as untrustworthy politicians and an unpredictable economy, to the lighter things like misleading dating profiles and questionable fashion, KFC is giving audiences something more robust to believe in: Chicken.

The mesmerising campaign, created by Mother London, sees flocks of people take part in hypnotic choreography following news broadcasts that ask ‘what can we even believe in any more?’ The zombie-like dancers move like poultry in unison to a thumping dance beat. At the centre of the routine, they reach a rooster which acts as the focal point of the action to underline the message: Believe in Chicken.

The dance has been choreographed by Sven Lesoria and was designed to build emotional tension. It intentionally makes use of chicken-like movements including head bobs and staggering forward strides. The spot has been directed by Vedran Rupic via Business Club.

In a world of uncertainty and disinformation, the campaign sees KFC provide audiences with something to believe in, solidifying its brand promise to deliver on great chicken. Giving audiences a much needed moment of light relief.