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After cheering the badass chicken in KFC's debut work by Mother, viewers might feel a twinge of guilt the next time they tuck into a bargain bucket.

The bold spot marks a shift in marketing focus for KFC, which wants to promote the quality and provenance of its chicken in the UK and Ireland. The sassy fowl struts, body pops and twerks around a barn to X Gon’ Give It To Ya by DMX, with a troop of hens and cockerels as back-up dancers. The work was directed by Siri Bunford through Knucklehead.