"How much do you believe in chicken?"

23 March 2026

90s

Golden yolk.

This, the third helping of Vedran Rupic's extraordinary work for KFC, is as crazy as the previous two, but quite different in many ways. It depicts a large group of people setting out in search of, well, as the ad begins, we don't know what. They are blindfolded. Frankly, it looks like something from Squid Game, Netflix's surprise hit from Korea – a country that knows a thing or two about fried chicken.

The 'contestants' are prevented from achieving their objective by an ever more surreal series of obstacles until finally one of them emerges as the winner. You get the feeling that this ad is promoting an actual competition, and so it is. The search for the golden egg is on, and it feels like a very appropriate if strange game to be playing in the run-up to Easter.

Rupic (together with Albin Lindberg) also provided the music, a pulsing club beat that reinforces both the excitement and the ridiculousness of everything that we are seeing. There are those who feel that the way KFC is advertised is at odds with its typical customer, but there is a universality to this level of oddness that simply works. DAVID would venture to suggest that the System1 report on this work would panic a client lacking the courage of their convictions, and there is no greater compliment than that. KFC, we salute you! And Mother, we salute you as well.

UK

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