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Published on Aug 31, 2009
Tool's Cocciolo Plays Chicken with Nickelodeon
Tool Director Harry Cocciolo and Nickelodeon Creative Advertising collaborate to deliver an urban twist on the age-old joke "Why did the chicken cross the road?" for Nickelodeon. This time around it's a joke with a sobering punch-line. As cell phones, mp3 players and text messaging become greater distractions to pedestrians and drivers alike, Nickelodeon has teamed up with Safe Kids USA to launch a new campaign aimed at making kids aware of the dangers of technological distractions.
Chicken opens with a cool hen strutting down a city street as it pumps the latest jam in its headphones. When the bird fails to notice the "Don't Walk" sign flashing at the intersection, it continues to cross into oncoming traffic and meets a "fowl" demise.
The message is clear and humorously executed by Cocciolo. It doesn't matter why the chicken crosses the road, what truly matters is that its paying attention. So when walking in the city, take off your headphones, stop texting while walking and get off your phone. Paying attention saves lives.
The Creds: Client: Nickelodeon Spots Title: Chicken Air Date: August 2009
Agency: Nickelodeon Creative Advertising VP/Creative Director: Pete Johnson Design Director: Juan Carlos Gutierrez Head Writer: Jared Elliotta Project Manager: Mike Zermenoi Producer: David DeLuca
Prod Company: Tool of North America Director: Harry Cocciolo DP: Mark Plummer EP(s): Brian Latt, Jennifer Siegel Line Producer: Lauren Bayer Production Designer: Joaquin Grey
Editorial: Final Cut Editor: Akiko Iwakawa Producer: Brian Semple
Telecine: Technicolor/Complete Post
About Tool: Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.