Move Over, Colonel Sanders. This Badass Chicken Fronts KFC's New Campaign in the U.K.

Bold Idea Makes Some Viewers Squeamish

By Emma Hall. Published on Jul 17, 2017

Editor's Pick

It's all about the chicken -- a badass, strutting, body-popping chicken -- in Mother London's first work for KFC.

In a bold statement about the provenance and quality of its chief ingredient, KFC uses humor and attitude to get the message across.

The idea is simple and in-your-face: the chicken (who underwent two weeks of training ahead of her star turn) parades proudly around an industrial-style barn in time to rap classic "X Gon' Give It To Ya" by DMX.

A Twitter backlash has already started, with some viewers appalled by the very direct connection between a live, healthy chicken and a KFC meal. @Victoria_Kerr wrote, "Not sure the chicken in new #kfc advert would be dancing at the thought of being slaughtered, hung up to bleed out & breaded for takeaway."

Mother was prepared for a strong reaction to the campaign. A spokesman said, "It's a clear message, using chickens like we're proud of them. We are all about chicken."

The agency has also created a mural near to its London office, where well-known graffiti artists will paint a new chicken every day for a week. The project is designed to mirror the constant preparation of fresh chicken at KFC.

KFC awarded Mother its business in March, ending a 15-year relationship with BBH London. Fun fact: as part of the pitch process (but not relevant to current campaign), Mother did a vox pop asking people to guess whether a series of quotes came from Steve Jobs or Colonel Sanders. Respondents were unable to tell the difference.

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Jul 17, 2017
Chief Marketing Officer:
Meg Farren
Creative Director:
Art Director:
Production Company:
Siri Bunford
Matthew Brown
Production Manager:
Guy Fuhrer
Director, Photography:
Daniel Landin
Animal Handler:
Guillaume Grange
Chicken Choreographer:
Natricia Bernard
Production Designer:
Kave Quinn
Xavier Perkins
Stills Photographer:
James Day
X Gon' Give It To Ya by DMX

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