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Mercedes-Benz “Chicken” 2014

Mercedes-Benz “Chicken” (2014) is a Mercedes-Benz commercial directed by Daniel Warwick for Jung von Matt, produced by BIGFISH Filmproduktion. It won 8 awards, including D&AD 2014 Film Advertising Crafts: Use of Music for Film Advertising Yellow Pencil, ADC*E 2014 Gold Film & Radio — TV Commercials and Clio 2014 Silver — Film / Commercials (under one [1] minute).

A demonstration of a chicken's head-stabilizing ability, humorously compared to Mercedes-Benz's "Magic Body Control" suspension system.

Video: Mercedes-Benz on YouTube

Shot by shot

  1. A brown chicken with a red comb and wattle is shown in a medium closeup, its head moving to maintain a steady gaze, against a dark background.© Mercedes-Benz0:03
  2. Three brown chickens with red combs and wattles are shown in a medium shot, moving their heads to the left against a dark background with white grid lines.© Mercedes-Benz0:16
  3. Three brown chickens with red combs are shown in a medium shot, moving their bodies while their heads remain still, in a dark, indeterminate interior.© Mercedes-Benz0:19
  4. A brown chicken with a red comb is held by a person in a white glove, its body moving to a beat, in a dark studio with a grid background.© Mercedes-Benz0:21
  5. A chicken with a red comb and wattle stares directly into the camera, its head perfectly still while its body moves, in a dark, indeterminate setting.© Mercedes-Benz0:22
  6. A person in a black sleeve and white glove holds a brown chicken in front of a dark background with white grid lines.© Mercedes-Benz0:26
  7. A brown chicken is held by a person in white gloves, its head moving to keep its body stable, in a dark studio with grid lines.© Mercedes-Benz0:31
  8. A chicken with a red wattle and comb looks directly at the camera, its head bobbing to the music in a studio void.© Mercedes-Benz0:35

Stills © Mercedes-Benz. Made by Jung von Matt, BIGFISH Filmproduktion and Daniel Warwick.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Chickens demonstrate Mercedes-Benz's "Magic Body Control" suspension system.

Tagline: “The best or nothing.”

animal demonstrationscientific demonstrationhumorous comparisonunexpected revealvisual metaphor

The cut

Length
47 s
Shots
16
Average shot
2.9 s

What creatives use Mercedes-Benz “Chicken” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Mercedes-Benz “Chicken”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A brown chicken with a red comb and wattle is shown in a medium closeup, its head moving to maintain a steady gaze, against a dark background.© Mercedes-BenzThree brown chickens with red combs and wattles are shown in a medium shot, moving their heads to the left against a dark background with white grid lines.© Mercedes-BenzThree brown chickens with red combs are shown in a medium shot, moving their bodies while their heads remain still, in a dark, indeterminate interior.© Mercedes-BenzA brown chicken with a red comb is held by a person in a white glove, its body moving to a beat, in a dark studio with a grid background.© Mercedes-Benz
    Frames from Mercedes-Benz “Chicken”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Mercedes-Benz “Chicken” in order, with its length, framing and what happens in it.

    A brown chicken with a red comb and wattle is shown in a medium closeup, its head moving to maintain a steady gaze, against a dark background.© Mercedes-BenzThree brown chickens with red combs and wattles are shown in a medium shot, moving their heads to the left against a dark background with white grid lines.© Mercedes-BenzThree brown chickens with red combs are shown in a medium shot, moving their bodies while their heads remain still, in a dark, indeterminate interior.© Mercedes-BenzA brown chicken with a red comb is held by a person in a white glove, its body moving to a beat, in a dark studio with a grid background.© Mercedes-BenzA chicken with a red comb and wattle stares directly into the camera, its head perfectly still while its body moves, in a dark, indeterminate setting.© Mercedes-BenzA person in a black sleeve and white glove holds a brown chicken in front of a dark background with white grid lines.© Mercedes-Benz
    Length: 47 s · Shots: 16 · Average shot: 2.9 s

  3. 03Ad ideas: every spot built on a scientific demonstration

    Before you present an idea, you need to know who has done it, and how.

    Mercedes-Benz “Chicken” is built on a scientific demonstration. Search the library by idea to see every spot that uses it.

    Wacoal Sports “Wow Girls’ Lab”© Wacoal SportsQuix “Esponja”© QuixUnilever “NEXXUS - Nexxtina”© Unilevergot2b “Hair Color Revolution to Beat the Heat”© got2b
    Wacoal Sports · Quix · Unilever · got2b

More commercials by Daniel Warwick

More from Jung von Matt

  • BMW "BMW | Heart of Joy | Meet Okto the Octopus" (2026) commercial still© BMWBMW “BMW | Heart of Joy | Meet Okto the Octopus” 2026Dir. Diarmid Harrison-Murray · Jung von MattClio Awards Gold 2026
  • Erste Group "First Christmas" (2019) commercial still© Erste GroupErste Group “First Christmas” 2019Dir. Kyra & Constantin · Jung von MattThe One Show Gold 2019
  • Mercedes-Benz "Fantastic Journey" (2014) commercial still© Mercedes-BenzMercedes-Benz “Fantastic Journey” 2014Dir. Alex Feil · Jung von MattClio Awards Gold 2014
  • Concerthall Dortmund "The Resonator" (2009) commercial still© Concerthall DortmundConcerthall Dortmund “The Resonator” 2009Dir. Simon Ladefoged · Jung von MattLondon International Awards Gold 2009
  • Doc Morris "Take Care" (2021) commercial still© Doc MorrisDoc Morris “Take Care” 2021Jung von MattClio Awards Silver 2021
  • Bosch "Like a Bosch" (2019) commercial still© BoschBosch “Like a Bosch” 2019Dir. Andreas Nilsson · Jung von MattKinsale Sharks Silver 2019

Award-winning auto commercials

Questions

Who directed the Mercedes-Benz “Chicken” commercial?

Daniel Warwick directed it, produced by BIGFISH Filmproduktion, for the agency Jung von Matt.

Which agency made Mercedes-Benz “Chicken”?

Jung von Matt created it for Mercedes-Benz (2014).

What awards did Mercedes-Benz “Chicken” win?

8 awards, including D&AD 2014 Film Advertising Crafts: Use of Music for Film Advertising Yellow Pencil, D&AD 2014 Yellow Pencil — Film Advertising Crafts / Use of Music for Film Advertising, ADC*E 2014 Gold Film & Radio — TV Commercials and Clio 2014 Silver — Film / Commercials (under one [1] minute).

What is the tagline of Mercedes-Benz “Chicken”?

“The best or nothing.”

Sources for the credits and awards

dandad.orgbritisharrows.comThe WorkThe Workweb.archive.orgweb.archive.orgclios.comweb.archive.org