| 标题 | Chicken |
| 广告公司 | Jung von Matt / Neckar |
| 广告战役 | Chicken |
| 广告主 | Daimler AG |
| 品牌 | Mercedes-Benz |
| 首次发布日期 | 2013 / 9 |
| 产品 | Magic Body Control |
| 行业领域 | 轿车 |
| 广告口号 | Mercedes-Benz Intelligent Drive |
| 剧情简介 | SUMMARY: Daimler launched Mercedes-Benz’s “Magic Body Control”, the world’s first in-car system to scan the road for uneven surfaces and automatically adjust the suspension system to suit the road conditions in real time. With a low media budget and the goal of reaching as many people as possible, Mercedes-Benz created an online video with the potential to go viral. A chicken is the perfect analogy for MAGIC BODY CONTROL, because its head stays stable in any position. No matter in which direction the body turns the neck does not move – just like the MAGIC BODY CONTROL suspension. The results were over-whelming. “Chicken” generated 12 million views on YouTube and exceeded the expected target twelvefold. In 5 weeks, the spot reached a much younger target group – 20 years younger than the average Mercedes-Benz customer – while simultaneously increasing brand interaction by almost 50%. |
| 媒体类别 | Web Film |
| 长度 | |
| Soundtrack | Upside Down |
| 制作公司 | Markenfilm Berlin GmbH |
| 导演 | Daniel Warwick |
| 音乐 | Diana Ross |
| 执行创意总监 | Peter Waibel |
| 创意总监 | Robert Herter |
| 创意总监 | Lukasz Brzozowski |
| 美术指导 | Lucas Osis |
| 文案 | Nico Baumann |
| 广告公司制片 | Christoph Köhler |
| 广告公司制片 | Sebastian Fahlbusch |