Chicken Tonight asks audiences to forgive ‘that dance’ in new ad
Chicken Tonight is asking the public to forgive it for “that dance” featured in its ads during the 1990s in a new ad which focuses on how the world has changed since then.
Created by The Integer Group, the ad features a flashback to the ’90s which featured the ‘I feel like chicken tonight’ song and accompanying dance before looking at what else was bad about the ’90s, finishing by suggesting they would forgive for the Macarena if audiences can forgive them for “that dance”.
The Integer Group Australia managing director Georgia Bruton said: “The challenge of the brief was to re-engage consumers who remember Chicken Tonight as a 90s family meal staple, while introducing Chicken Tonight to a younger generation for whom there is less nostalgia associated with the brand and the decade.
Quite like the creative (even if it’s a little unoriginal) but finishing with ‘a lot has changed, so have we’ and then showing product that looks like it was lifted directly from the 90s ad says it all really. We’ve updated our advertising, but our sauces are still languishing in the 90s
I much preferred the old campaign.
It had an idea-remember ideas?
The hang up of their past chicken dance distracted them from maximizing the opportunity right in front of them.
Instead of flapping about that silly dance, they should have repositioned Chicken Tonight to tap into the Masterchef mindset.
Where’s the food porn arousing shots?
The promise of bringing out the ‘inner-masterchef’ in you?
Foodie culture is everywhere.
Instead they did a bashing of retro pop culture!
This reminds me of a classic champagne comedy moment from Rob Sitch & Jane Kennedy https://www.youtube.com/watch?v=Fl3GC6bxmWE
Is there even any chicken in this ad?
I think you’ll find the very first Chicken Tonight tv’s appeared in the 1980’s and featured an arm flapping Rolf Harris
So the client brief is to talk to two completely different target audiences with different awareness and affinity levels for the brand and and try to convince both of them in one 30 sec.
Hmm.
Agency has done an admirable job with the brief but for me the takeout is about re- engaging with older lapsed consumers.
Turkey Tonight – tapping into the Masterchef mindset. Have you ever tasted the product or had a look at the ingredient list?. Any food porn arousing shots using Chicken Tonight should come with their own classification warning and disclaimers.