It’s nearly BBQ weather in the UK. And yes, that is humorous. The British summer is awful.

Mother and KFC are unfazed by the likelihood of another cold, wet British summer as the fast-food chain introduces its Ultimate BBQ Burger and an absolutely gorgeous, resilient mood to go with that.  

The music video-style hero commercial, directed by Sam Pilling through Magna, flips archetypal images of perfect BBQ conditions into something that is actually more usually experienced in the UK. Rain. Lots and lots of heavy rain, ringing in the advancing season. But that mood. It’s contagious. Joyful even.

The campaign features scenes that are a more common reality of summertime Britain, at a time of the year when most brands portray idyllic blue skies and endless sunny weather. The campaign elevates a reality common for most of the UK in a joyous film, that actually celebrates the different weather conditions experienced in summer. The aim is to champion the inner pleasure of a great BBQ burger, come rain, or come rain.

Leo Sloley, head of advertising & retail at KFC, commented, “For most of us, the BBQ season brings to mind gatherings in gardens, complete with the unpredictable weather and food. At KFC we know a thing or two about doing BBQ the right way and are all fired up for fans to try the new Ultimate BBQ Burger this season – whatever the British weather brings.”

The film will run on linear and VOD nationwide from April 29 and is accompanied by outdoor, in-restaurant and social activity.

Credits
Client KFC UK&I
Head of Advertising & Retail: Leo Sloley 

Creative Agency: Mother
Creative: Mother
Strategy: Mother

Director: Sam Pilling
Production Company: Magna 
Editing: TenThree
Editor: Ellie Johnson 
Sound: No8
Sound Design: Sam Robson 
Post House: Black Kite
Music Supervision: Theodore
Media: Mindshare