Nike previously unleashed an angry chicken onto the streets in one of its famous ads via Wieden & Kennedy, Portland. Now Reebok, along with agency Venables Bell & Partners, has put a high-energy fowl at the heart of its new campaign. Here, an exuberant clucker escapes from his cell at a chicken farm, running free across field and plain only to be stopped in its tracks by a shocking billboard exposing another entrapped species: humans at the gym. Finally, he spots a group of outdoor fitness enthusiasts and carries on with his journey.
The ad, directed by Biscuit Filmworks' Noam Murro, is part of Reebok's new "Free Range" campaign. As part of the effort, Reebok found people who posted online New Year's resolutions that meshed with the brand's ethos. It will be sending them, packaged in an egg carton, one-of-a-kind tees emblazoned with their 2015 goals. It's also asking the dedicated athletes to share their experiences with the tag #livefreerange.