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 defrosting process, as it takes a long time to wait until the chicken is ready for preparation. The humor is that the chicken can hear the scene from Titanic where Jack is freezing in the ocean, which is quite the opposite of the long, arduous process of defrosting. 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.