NIKE | ANGRY CHICKEN | 2003
A Man Leaps Across a City, Chased by a Giant Chicken / NIKE "ANGRY CHICKEN"
A young man, chased by an angry chicken, jumps, climbs, and scrambles his way across an entire city. The whole thing is shot like a nature documentary, narrated entirely in French. The setup is completely absurd, but every single move is real.
The problem
Nike Presto was sold on its lightness and the free, easy feel of wearing it. But lightness isn't something you can get across with a spec sheet. People needed to feel "this looks light" the instant they saw it.
The insight
The idea was that lightness isn't something you show, it's something you prove with the body. From there came the leap: use real physical ability to get someone through a situation so over-the-top it's funny.
The idea
The film is titled "Le poulet en colère" ("The Angry Chicken"). It's shot like a serious documentary, with French narration and English subtitles. A young man, chased by an angry chicken, vaults over walls, runs across rooftops, and pulls off one acrobatic move after another as he races through the city, finally escaping thanks to his Prestos. The plot is ridiculous, but the physical movement itself ends up explaining exactly how light the shoes are.
What happened
Directed by Traktor and produced by Partizan. The film won a Gold Lion at Cannes Lions and was also recognized at D&AD.
Afterthought
What makes this strong is that it didn't stop at "a guy being chased by a chicken" — the way he escapes is completely real. It's rare to find a concept that dares to blur the line between gag and reality this boldly.
Awards
- Cannes Lions Gold 2003
