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

A campaign most fowl

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