BaylessCronin Breaks First TV Spots for Church's

BaylessCronin’s initial campaign for Church’s Chicken moves away from the edgy work produced by former lead agency Cliff Freeman and Partners to the whacky, out-of-kilter world staked out by executive creative director Jerry Cronin.

“Big pieces, little prices” is the theme driving four television spots that began rolling out last week on cable and broadcast outlets across the Southeast, Southwest, Midwest and West Coast.

The Atlanta shop handles creative and point-of-sale duties on the $15 million account; Carat here performs media buying for the crosstown client.

In the signature spot, “Gift From Above,” a rotund construction worker sits, like a chicken-crunching Zeus on a girder, showering bills on the urbanscape below.