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Nickelodeon / Safe Kids USA: Chicken

Tool Director Harry Cocciolo and Nickelodeon Creative Advertising collaborate to deliver an urban twist on the age-old joke "Why did the chicken cross the road?" for Nickelodeon. This time around it's a joke with a sobering punch-line. As cell phones, mp3 players and text messaging become greater distractions to pedestrians and drivers alike, Nickelodeon has teamed up with Safe Kids USA to launch a new campaign aimed at making kids aware of the dangers of technological distractions. Chicken opens with a cool hen strutting down a city street as it pumps the latest jam in its headphones. When the bird fails to notice the "Don't Walk" sign flashing at the intersection, it continues to cross into oncoming traffic and meets a "fowl" demise. The message is clear and humorously executed by Cocciolo. It doesn't matter why the chicken crosses the road, what truly matters is that its paying attention. So when walking in the city, take off your headphones, stop texting while walking and get off your phone. Paying attention saves lives.

Advertising Agency: Nickelodeon Creative Advertising, USA
VP/Creative Director: Pete Johnson
Design Director: Juan Carlos Gutierrez
Head Writer: Jared Elliotta
Project Manager: Mike Zermenoi
Producer: David DeLuca
Prod Company: Tool of North America
Director: Harry Cocciolo
DP: Mark Plummer
EP(s): Brian Latt, Jennifer Siegel
Line Producer: Lauren Bayer
Production Designer: Joaquin Grey
Editorial: Final Cut
Editor: Akiko Iwakawa
Producer: Brian Semple
Telecine: Technicolor/Complete Post
Aired: August 2009

14 comments

Darko Bosnar's picture
Darko Bosnar
355 pencils

This is very funny! Cool!

art director at IMAGO
Zagreb-CROATIA

Guest's picture
Guest

Why a chicken?

kgeiger's picture
kgeiger
7092 pencils

And why did it want to cross the road?

Guest's picture
Guest

awsome

frederick luna's picture
frederick luna
9 pencils

very funny

Mantufayo's picture
Mantufayo
580 pencils

Nice chick!

Guest's picture
Guest

Nice chick??!!! Which one?:)))

firebug's picture
firebug
1117 pencils

hahaha

designada grafica's picture
designada grafica
96 pencils

Divertidisimooo creo que por eso utilizaron un pollo por que se sale de lo común y eso a los niños les llama su atención

Guest's picture
Guest

En verdad es porque en EEUU hay un chiste popular que comienza con una pregunta ¿why did the chicken cross the road? y la respuesta ...to get to the other side"...es por eso la asociacion.
Esta bueno.

designada grafica's picture
designada grafica
96 pencils

seeee

mrckais's picture
mrckais
417 pencils

hay una pequeña broma que dice algo asi "¿por que la gallina cruzó el camino? - para llegar al otro lado"
yo cro que es en referencia a eso.
el anuncio me parece que esta bueno, chistoso

mrckais

sirvan's picture
sirvan
29870 pencils

Cute as the dickens.

+++

"I love some things, and don't love some other things."

julian.l's picture
julian.l
56 pencils

oooh mr ckais you enlightened us!!!
but if you read carefully, right below the ad there's an explanation about it.

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