The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

June 14, 2024 | 6 min read

The comedic and dark commentary on the chaos of life strikes a sweet spot, marking a new creative era for the fast food brand and making it our favorite spot today.

KFC wants everyone to believe in its chicken. After a week of teasing its latest campaign with unbranded billboards, the chain has now revealed a new ad that signals a different direction for the brand… and there’s no ‘Finger Lickin’ slogan in sight.

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Instead, the chicken shop is opting for a dark, humorous take on current affairs, such as the rise of AI and people’s disdain for politics. It’s an engaging short film that references the 2002 horror 28 Days Later, paired with Netflix’s hit show Stranger Things.

There’s a cult-like feeling to the spot, with the chicken at the heart of it – a bold move in a category that often shies away from putting animals in fast food ads.

Throughout, there’s a banging soundtrack that is magnetic and invites the protagonists to move in a way that doesn’t come across as cheesy.

Read our interview with the creative team to find out more about the references that influenced the spot.



Brand: KFC UK & Ireland

Campaign: Believe in Chicken

Clients: Monica Pool, CMO; Kate Wall, marketing director; Leo Sloley, head of advertising and retail; Margaret Pomaah, snior brand manager.

Creative: Mother

Strategy: Mother

Media: Mindshare

PR: Freuds

Edit: The Quarry

Partner/editor: Paul Watts

Executive producer: Dilia Knobel - Winterstein

VFX: Black Kite

VFX lead: Jonny Freeman

Senior producer: Tamara Mennell

Sound: King Lear

Sound designer: Jack Sedgwick

Executive producer: Natalie Curran

Music supervision: Mr Pape

Music supervisor: John Connon

Production company (film): Business Club

Director: Vedran Rupic

Producer: Christian Kuosmanen

EP: Tom Berendsen

Directors pep: Noah Matthews

Production manager: Savvas Stavrou

1st AD: Robert Blishen

DOP: Nicolay Poulsson

Steadicam: Charlie Rizek

Production designer: Robin Brown

Puppeteer: Robert Tygner

Puppeteer / SFX: Niklas Hermansson

Puppeteer / SFX: Oskar Wallroth

Choreographer: Sven Lesoria

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Choreographer assistant: Tiffany Baden

Service company: Grandma

EP: Linas Martinkenas

EP: Indre Petrukaitiene

Producer: LT: Linas (AK) Požėra

Production manager, LT: Linas Suprikas

Production coordinator, LT: Caoilfhinn Jennings Taučiūtė

Local 1st AD: Laura Stankevičiūtė

Art director: Arūnas Čepulis

Costume stylist: Juozas Valenta

1st AC (A cam): Vydmantas Plepys

2nd AD: Ernestas Cibulskis

2nd AC (A cam): Mindaugas Zagorskis

Cast PA: Kotryna Januškevičiūtė

2nd AC (B cam): Jonas Rukas

3rd AD: Evelina Juškevičiūtė

Video assistant: Qtake Linas Stankevičius

Set PA: Mintautas Vilkelis

Video assist As Per Linas

DIT: Adomas Jablonskis

Gaffer: Rokas Bugailiškis

Key grip: Lech Gunovic

Grip: Marek Korvin

Sound: Tomas Žukauskas

Playback: Martynas Budrys

Technical unit manager: Algimantas Visockas

Locations manager: Orestas Gurevičius

Locations manager: Roberta Kazlauskaitė

Office PA: Karolis Aleksynas

Chaperone client and agency: Sibile Cibulskaitė, Donatas Bakanas

Coordinator: Artiom Grigorian

Hair and make-up Artist Viktorija Burkauskaitė

PA: Inesa Brandon Monroe

Animal wrangler: Magdalena Kadlubowski

PA: Saulė Auglytė

PA: Gediminas Česonis

Vet: Begemotas Robertas Masoit

PA: Jogailė Zlatarinskaitė

PA: Raimundas Bračiulis

Picture vehicle driver: Lukas Škimelis

Medic on set: Arnoldas Mikulėnas

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