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Nike “Chicken” 2003

Nike “Chicken” (2003) is a Nike commercial directed by Simon Willows for Wieden+Kennedy, produced by Addiction. It won one award: D&AD 2003 Wood Pencil — TV & Cinema Advertising / Television Commercials - Up to and including 20 seconds.

A raw chicken and an egg engage in a series of absurd challenges across London, culminating in a race to determine who came first.

Video: Simon Willows on Vimeo

Shot by shot

  1. A raw chicken and an egg appear and disappear on a yellow background with the words "CHALLENGES" and "BECAUSE..." appearing and disappearing.© Nike0:00
  2. A raw chicken carcass with wings runs on the ground, chasing an egg, surrounded by pigeons in a city square.© Nike0:04
  3. Pigeons fly past the BT Tower in London, England, against a green-tinted sky with white clouds.© Nike0:07
  4. Black text on a bright yellow background reads "...IT'S TIME TO SEE WHO CAME FIRST."© Nike0:08
  5. A low-angle shot shows a raw chicken being dribbled like a basketball on a busy city street, with blurred pedestrians and shops in the background.© Nike0:09
  6. A chicken runs across a bridge in London, with Big Ben in the background, as people walk by and an egg rolls alongside it.© Nike0:11
  7. A raw chicken with human legs and arms runs on a city street in front of a large building, with people walking in the background.© Nike0:12
  8. A chicken with a long neck and a yellow head runs across a road with blurred cars in the background under a yellow sky.© Nike0:14
  9. A man on a motorcycle with a giant chicken on his back drives past Big Ben in London, England.© Nike0:15
  10. Black text on a yellow background announces the "September 22 Nike 10K Run London" event, with a pink Nike swoosh integrated into the text.© Nike0:16

Stills © Nike. Made by Wieden+Kennedy, Addiction and Simon Willows.

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

The idea

Absurd chicken and egg race through London to promote a Nike run.

Tagline: “I'LL DO IT IF YOU DO IT.”

personification of inanimate objectsabsurdist humorrace against timeiconic city landmarksvisual metaphor

The cut

Length
21 s
Shots
11
Average shot
1.9 s

What creatives use Nike “Chicken” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “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 raw chicken and an egg appear and disappear on a yellow background with the words "CHALLENGES" and "BECAUSE..." appearing and disappearing.© NikeA raw chicken carcass with wings runs on the ground, chasing an egg, surrounded by pigeons in a city square.© NikePigeons fly past the BT Tower in London, England, against a green-tinted sky with white clouds.© NikeBlack text on a bright yellow background reads "...IT'S TIME TO SEE WHO CAME FIRST."© Nike
    Frames from Nike “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 Nike “Chicken” in order, with its length, framing and what happens in it.

    A raw chicken and an egg appear and disappear on a yellow background with the words "CHALLENGES" and "BECAUSE..." appearing and disappearing.© NikeA raw chicken carcass with wings runs on the ground, chasing an egg, surrounded by pigeons in a city square.© NikePigeons fly past the BT Tower in London, England, against a green-tinted sky with white clouds.© NikeBlack text on a bright yellow background reads "...IT'S TIME TO SEE WHO CAME FIRST."© NikeA low-angle shot shows a raw chicken being dribbled like a basketball on a busy city street, with blurred pedestrians and shops in the background.© NikeA chicken runs across a bridge in London, with Big Ben in the background, as people walk by and an egg rolls alongside it.© Nike
    Length: 21 s · Shots: 11 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a personification of inanimate objects

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

    Nike “Chicken” is built on a personification of inanimate objects. Search the library by idea to see every spot that uses it.

    John Lewis “The Journey”© John LewisDurex “The Breakup”© DurexEU Marie Curie Actions “Chemical Party”© EU Marie Curie Actionsnabs “This Job Can Break You”© nabs
    John Lewis · Durex · EU Marie Curie Actions · nabs

More commercials by Simon Willows

  • Smyths Toys Superstores "We Really Wanna Go To Smyths Toys Superstores" (2023) commercial still© Smyths Toys SuperstoresSmyths Toys Superstores “We Really Wanna Go To Smyths Toys Superstores” 2023Dir. Simon Willows · McCann Manchester
  • Betfair "Fingers" (2022) commercial still© BetfairBetfair “Fingers” 2022Dir. Simon Willows · Pablo
  • Meta "Good Ideas Part One" (2022) commercial still© MetaMeta “Good Ideas Part One” 2022Dir. Simon Willows · Meta
  • Audible "Fold 7/Agile" (2020) commercial still© AudibleAudible “Fold 7/Agile” 2020Dir. Simon Willows · Fold7
  • Sky Q "Disney" (2020) commercial still© Sky QSky Q “Disney” 2020Dir. Simon Willows · venturethree
  • Gaviscon "Double Action Bat Away" (2020) commercial still© GavisconGaviscon “Double Action Bat Away” 2020Dir. Simon Willows · Havas

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “Chicken” commercial?

Simon Willows directed it, produced by Addiction, for the agency Wieden+Kennedy.

Which agency made Nike “Chicken”?

Wieden+Kennedy created it for Nike (2003).

What awards did Nike “Chicken” win?

1 awards, including D&AD 2003 Wood Pencil — TV & Cinema Advertising / Television Commercials - Up to and including 20 seconds.

What is the tagline of Nike “Chicken”?

“I'LL DO IT IF YOU DO IT.”

Sources for the credits and awards

dandad.org