Ad of the Day: Reebok and a Plucky Chicken Urge You to 'Live Free Range'

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 MKTG 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

Brand Marketing

Ad of the Day: Reebok and a Plucky Chicken Urge You to 'Live Free Range'

A campaign most fowl

David Gianatasio

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David Gianatasio