Why did the chicken cross the road?
"To send a clear message that the reason people fall off the wagon and go back to their sedentary habits is because they've bought into a fitness culture that is broken—one that should be traded in for an untethered, inspiring health and fitness lifestyle."
Phew, I'm glad Venables Bell & Partners cleared that one up—in a statement supporting its new 75-second ad for Reebok.
Noam Murro of Biscuit Filmworks directed the amusing, fast-paced spot starring a chicken that escapes from its coop and dashes around the countryside, evading all sorts of dangers. "We are encouraging people to break free from conventional fitness resolutions to push themselves," says Yan Martin, Reebok's vp, global brand communications. (Metaphorical chicken. Delicious.)
"Live free range," says the on-screen copy at the end.
The ad is part of the athletic footwear and apparel giant's "Free Range" campaign, which also includes social outreach. Specifically, Reebok mined social posts for New Year's fitness resolutions, and is sending out inspirational T-shirts to those people. Those shirts, printed with users' own words, will be delivered in egg-cartoon-shaped packages, naturally. The brand also invites folks to share their stories via the #LiveFreeRange hashtag.
Which came first? Well, Nike's did. (And that bird was hella fowl.) Still, Reebok has uncaged one plucky hen.
CREDITS
Client: Reebok
Agency: Venables Bell & Partners
Spot Title: "Free Range Chicken"
Executive Creative Directors: Paul Venables, Will McGinness
Creative Directors: Tom Scharpf, Erich Pfeifer
Associate Creative Director: Eric Boyd
Art Director: Byron Del Rosario
Copywriters: Meredith Karr, Allan Eakin
Director of Integrated Production: Craig Allen
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Production Company: Biscuit
Director: Noam Murro
Director of Photography: Simon Duggan
Executive Producers: Shawn Lacy, Colleen O'Donnell
Line Producer: Jay Veal
Editing Company: Rock Paper Scissors
Editor: Stewart Reeves
Visual Effects, Telecine: A52
Visual Effects Producer: Heather Johann
Sound Design, Mix: 740 Sound Design
Sound Designer: Rommel Molina
Music: Elias Arts
Business Lead: Katie Acosta
Account Director: Lilli Jonas
Account Manager: Danielle Sabalvaro
Project Manager: Daniela Contreras
—Experiential
Client: Reebok
Ad Title: "Free Range Social"
Executive Creative Directors: Paul Venables, Will McGinness
Creative Director: Tom Scharpf
Art Director: Byron Del Rosario
Copywriter: Meredith Karr
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Technical Director: Lucas Shuman
Production Partner: Freestyle MKG
Director of Integrated Production: Craig Allen
Director of Interactive Production: Manjula Nadkarni
Production Coordinator: Megan Wasserman
Experiential Producer: Natalie Stone
Digital Producer: Ashley Smith
Business Lead: Katie Acosta
Account Manager: Danielle Sabalvaro
Project Managers: Daniela Contreras, Shannon Duncan
Director of Analytics: Jeff Burger
—Integrated
Client: Reebok
Agency: Venables Bell & Partners
Spot Title: "Free Range Chicken"
Executive Creative Directors: Paul Venables, Will McGinness
Creative Directors: Tom Scharpf, Erich Pfeifer
Associate Creative Director: Eric Boyd
Art Director: Byron Del Rosario
Copywriters: Meredith Karr, Allan Eakin
Head of Strategy: Michael Davidson
Senior Brand Strategist: Jake Bayham
Director of Integrated Production: Craig Allen
Director of Interactive Production: Manjula Nadkarni
Production Company: Biscuit
Director: Noam Murro
Director of Photography: Simon Duggan
Executive Producers: Shawn Lacy, Colleen O'Donnell
Line Producer: Jay Veal
Editing Company: Rock Paper Scissors
Editor: Stewart Reeves
Visual Effects, Telecine: A52
Visual Effects Producer: Heather Johann
Sound Design, Mix: 740 Sound Design
Sound Designer: Rommel Molina
Music: Elias Arts
Production Partner: Freestyle MKG
Experiential Producer: Natalie Stone
Production Coordinator: Megan Wasserman
Digital Producer: Ashley Smith
Business Lead: Katie Acosta
Account Director: Lilli Jonas
Account Manager: Danielle Sabalvaro
Project Managers: Daniela Contreras, Shannon Duncan
Director of Analytics: Jeff Burger