KFC's new ad campaign for spicy chicken reimagines the flaming hot dish as, um, a deep-fried explosion. 。

At first glance, the image resembles a fiery action scene. But if you look closer, you'll notice that the glowing smoke is actually KFC's signature fried chicken — larger than life, of course.。

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Along with the explosion above, the print campaign features chicken as smoke clouds from a rocket during takeoff, and fiery exhaust from a race car.。

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These optical illusions are the brainchild of Ogilvy & Mather Hong Kong, as highlighted in Campaign Brief Asia. If not for KFC's Hot & Spicy logo on the bottom right corner of each image, you'd think they were movie stills. 。

This Twitter exchange probably says it best: 。

This Twitter exchange probably says it best: 。 Tweet may have been deleted 。The images from this campaign have been shared so widely on social media, you could say the ad is really
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blowing up  。

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