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, the food is not cooked properly, as is common with newly married women who are yet to achieve results in cooking. The humor is that same situation is displayed in the TV, where a popular Egyptian play that playfully points out the ways of modern women. 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.