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- Agency: BooneOakley
- Location: Charlotte, North Carolina, USA
- Client: Bojangles (a fried chicken restaurant chain)
- Name: “Chicken cops”
Why I like it: This is one of a series of ads that broke this month for a small southern chicken chain in the US. Much like this crazy Vitautas water ad from last week, I love it when small brands have the guts to make a statement and get noticed. It’s so obvious, and in retrospect it’s so less risky than it seems…but humans are risk averse by nature, and that includes marketing directors and their agencies. Too bad. So anytime we see David hurl a rock at Goliath’s eye, we celebrate. I liked everything about Chicken Cops, especially that it seems to be making fun of itself as much as anything. The production values, the 80s buddy movie/Pulp Fiction reference, the acting (are they about to crack up halfway through their line?), the over-the-top ham-handedness, the sudden outburst of mock-violence – it just reels you right in, doesn’t it? More importantly, I thought it connected well with the product benefit and gave it its proper due. Inspired, campaignable, persuasive – really nice work from a small shop in a small city in the US advertising firmament. Well done, my Tar Heel friends!