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I think Joe has missed a big point. Yes the vegans vegetarians and animal rights people are expressing outrage, but that's not why this campaign is poorly thought out. The target market do not want to associate the live chicken with what they get in their "bucket". They are happy with the distance, the construct, their own internal "lie" that what is on their plate was never a living feeling animal. The agency have even given the chicken some funky dance moves!! It will be a bit like Arthur's reaction to the cow at the restaurant at the end of the universe.

I think the problem they will have IS with the target market. There's a reason you don't see pictures of live chickens on KFCs menu boards :-).