The UK Advertising Standards Authority (ASA) has received nearly 800 complaints about a KFC advertisement which has been described among other things as “weird, bizarre, blasphemous and tasteless.”
Some viewers accuse the fast food brand of belittling Christianity and mocking baptisms.
The ad has stirred controversy for depicting a man being submerged in a lake of gravy as part of a ritual which some viewers have interpreted as a parody of religious baptism practices.
It begins with the man being lost in the woods and then following a group of mysterious strangers carrying a giant golden egg.
They end up at a lake of gravy where they baptise the man and induct him into the ‘cult’ of KFC.
You can see the ad here, but it comes with a warning that some viewers could be offended by the nature of its content.
UK ADVERTISING REGULATOR REFUSES TO TAKE ACTION
The ASA has determined that the promotion is not offensive to the general public, saying it does not break the regulator’s advertising rules and it will not launch an investigation.
KFC has described the ad as a “modern-day fable” intended to highlight the strong connection between KFC fans and the brand’s Original Recipe Chicken, as well as its signature gravy.
The brand and its ad agency were aware that the commercial would split community opinions.
“We are being polarising, because we want conversation,” admitted the executive creative director of ad agency Mother London.
WHAT CRITICS OF THE KFC PROMOTION ARE SAYING
One commentator on Marketing Beat called the ad “disgraceful”, accusing it of promoting “cultism, cannibalism, grooming” and describing it as “degrading and disturbing”.
Others have labeled it “vile”, “uncomfortable” and “horrendous”.
One complainant noted: “I’ve never complained about an advert before, but this is beyond the pale.”
The ad’s use of religious language, including billboards featuring a chicken dipper being “divinely dunked” into gravy, has further fueled controversy.
But no action will be taken against it.
