Simplot and BC&F Dentsu reintroduce the Chicken Tonight brand to a new generation with the help of director Florence Noble, Eight, and a group of chicken-loving children.
The 30-second spot, called 'Dinner Debate’, features young Kiwi and Australian kids talking about their favourite Chicken Tonight flavours with opinions such as "I can't remember the name but it starts with an 'S'" and "I ate it all up into my tummy". At the end of the ad, two kids do the chicken flapping wings movement, known from previous Chicken Tonight ads while the iconic 'I feel like Chicken Tonight’ jingle—now sung by kids—plays.
Julian Ng, Simplot NZ group brand manager, says while the kids couldn’t settle on one flavour, it did achieve a great campaign that celebrates Chicken Tonight’s part in dinner debates happening in family homes all over New Zealand and Australia.
While the kids singing is very sweet, anyone who knows the original jingle may feel nostalgic for the past.
And the idea of kids sharing their opinions on a topic is certainly nothing new.
Cure Kids got Kiwi Kids to help the Flight of the Conchords make the lyrics for a fundraising song.
While Kiwibank's 'Currency in the Classroom' spot had kids disclosing their finances; talking mortgages, insurance and loans.
And a Drop, Cover, Hold campaign for Civil Defence by Clemenger BBDO and Robber's Dog asked Kiwi kids what they think causes earthquakes. Apparently, "earthquakes cause salami".
Client: Simplot New Zealand Ltd.
Creative Agency: BC&F Dentsu
Production Company: Eight
Director: Florence Noble
Sound & Music: Franklin Rd