KFC's Believe campaign returns with a gravy message

KFC – Believe Part 2: All Hail Gravy

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Agency Mother/London
Production Company Business Club Royale/London
Director Vedran Rupic

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Credits

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Agency Mother/London
Production Company Business Club Royale/London
Director Vedran Rupic
Editing Trim
Post Production Black Kite Studios
Executive Producer Tom Berendsen
Producer Christian Kuosmanen
DP Nico Poulsson

Editor Joseph Taylor
Producer Polly Kemp
Head of VFX Adam Crocker
CG Supervisor Ian Baxter
Colorist Tom Mangham
Executive Producer Tamara Mennell

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Creating a follow-up to last year's multi-award-winning Believe in Chicken campaign was never going to be an easy job for Mother, so the creative team doubled-down on the aspect that made the first spot so noteworthy - its unabashed oddity.

Harnessing the sublime sense for the surreal that made his Salvatore Ganacci promos so enticing, and aided by Black Kite's weird and wonderful VFX, director Vedran Rupic swaps the urban jungle for an actual one in Believe Part 2: All Hail Gravy; giving a harmless hiker baptism he'll never forget.

Matching the neat choreography with a charming slice of silly - the plank-stiff bapti being a particular highlight - this enjoyable follow-up managed once again to impress with its unwavering commitment to the bit.

"No matter what side of advertising one is on, one should know that making films is transactional," explains Rupic. "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, adds: "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.”