KFC’s surrealist ‘gravy baptism’ commercial becomes 2025’s most controversial ad dividing viewers between creative genius and sacrilegious chaos
In a marketing landscape where shock value often battles brand value, KFC’s latest ad “All Hail Gravy” has become the year’s most complained-about commercial and possibly its most surreal.
The two-minute film, created by Mother London, serves up a steaming hot mix of absurdity and controversy.
It follows a man seemingly welcomed into a bizarre cult, culminating in a gravy-lake baptism before his metaphysical transformation into a fried chicken nugget.
Depending on whom you ask, it’s either an avant-garde commentary on brand devotion—or a bucketful of bad taste.
As of 14 April, the UK’s Advertising Standards Authority (ASA) has received 1,141 complaints—surpassing even the infamous 2017 “dancing chicken” spot.
While the ASA has announced it won’t investigate (for now), the flood of public reaction has ranged from amusement to outrage.
Critics argue the ad is “disturbing for children,” “mocking Christianity,” or worse, “promoting cannibalism” and “glorifying cult behaviour.”
Online comments posted include phrases like “the stuff of nightmares” and “completely inappropriate for family viewing.”
Yet, others have come to its defence, praising the ad as bold, theatrical, and unmistakably KFC.
Martin Rose, Executive Creative Director at Mother, stood by the vision and said, “KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we godeep into the symbolism of total chicken obsession. It’s a playful escape from the world.”
That escape, however, has clearly not been a welcome one for everyone.
The backlash has catapulted “All Hail Gravy” to the top of the ASA’s 2025 complaint leaderboard.
While the ASA deliberates whether to take formal action, one thing is clear: this ad has achieved the holy grail of marketing metrics—maximum attention.
Whether remembered as a daring stroke of branding or a cautionary tale in creative excess, it’s now firmly lodged in the annals of advertising lore.
In the church of KFC, it seems, even gravy can spark a fiery sermon.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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