2014 Winners & Shortlists

Brief Explanation

The product, Chicki Chunk, is designed for convenience and ease of preparation. The ads were aired as a series of the four stages of cooking chicken. We juxtaposed the effort it takes to serve ready to eat chicken versus the process of slaughtering the chicken, defrosting it, cleaning it, and finally preparing it for consumption. In this ad, we are tackling the slaughtering process, which occurs in chicken shops. The humor lies in the reaction of the chicken when it is exposed to the reality behind its fate, almost like that of the horror movie playing the background. A set of beauty shots displays the product functional usage in various recipes, with emphasis on what makes Chicki Chunk unique: it is ready in a jiffy.