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.