• Loading…

Chicken

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercials 41-60 seconds / 2014

To demonstrate Magic Body Control, Mecedes-Benz’s highly effective stability system, we used an unconventional approach: dancing chickens. Chickens are able to keep their heads still, no matter how their bodies move, making them a strange and striking analogy for the function Magic Body Control provides. With the 80s disco hit ‘Upside Down’ by Diana Ross we found the ideal musical complement. The song’s elegance fits the brand perfectly while its lyrics support the visuals’ rhythm, letting the hens show off their dancing skills. The video’s success was remarkable, gathering 11 million YouTube views.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again