KFC's new ad campaign for spicy chicken reimagines the flaming hot dish as,Moans of a Blossomed Sister in law 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:

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The images from this campaign have been shared so widely on social media, you could say the ad is really blowing up.