A bizarre KFC advert has attracted criticism for allegedly mocking baptism and for using inappropriate religious imagery.
The advert depicts a bunch of individuals living in a forest or jungle with a semi-tribal aesthetic.
To the beat of drums within the background, the tribe continually carries and drops a large golden egg before coming to a golden lake, which seems to be a lake of gravy.
One person, who for reasons unknown is as stiff as a plank, and is lowered completely into the lake of gravy.
When he emerges, he’s a chunk of fried chicken, prompting much celebration from the remaining of the tribe. The advert closes with the words “Believe in Chicken” in large red letters.
Almost 600 people have submitted complaints to the Advertising Standards Authority (ASA). While some complainants took issue with the apparent mockery of baptism within the advert, others detected more sinister overtones.
A commenter on Marketing Beat described the piece as “disgraceful”, adding that it promotes “cultism, cannibalism and grooming”.
The advert was developed by promoting agency Mother and is a component of KFC’s “Believe” campaign, currently running in Britain.
KFC has described the advert as a “modern-day fable”, with the corporate’s chief marketing officer for Britain and Ireland, Monica Silic, telling Adweek that the “Believe” campaign is meant to bring “lightness and levity to the chaotic world”.
The ASA has yet to issue a ruling on the complaints against the advert.
It is rare for the ASA to ban advertisements on the grounds that it offends Christians, even though it has happened.
In 2008 the ASA banned a lot of adverts by beauty brand Ghd. The general theme of the adverts was lingerie-clad ladies praying for perfect hair from “Ghd”. In some adverts the women were apparently praying with clasped hands or using what looked like rosary beads. The display finished with “Thy shall be done”.
