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Jennette McCurdy's "Chicken" Commercial for Safe Kids USA

Tool's Cocciolo Plays Chicken with Nickelodeon


Tool Director Harry Cocciolo and Nickelodeon Creative Advertising collaborate to deliver an urban twist on the age-old joke "Why did the chicken cross the road?" for Nickelodeon. This time around it's a joke with a sobering punch-line. As cell phones, mp3 players and text messaging become greater distractions to pedestrians and drivers alike, Nickelodeon has teamed up with Safe Kids USA to launch a new campaign aimed at making kids aware of the dangers of technological distractions.


Chicken opens with a cool hen strutting down a city street as it pumps the latest jam in its headphones. When the bird fails to notice the "Don't Walk" sign flashing at the intersection, it continues to cross into oncoming traffic and meets a "fowl" demise.


The message is clear and humorously executed by Cocciolo. It doesn't matter why the chicken crosses the road, what truly matters is that its paying attention. So when walking in the city, take off your headphones, stop texting while walking and get off your phone. Paying attention saves lives.


The Creds:

Client: Nickelodeon

Spots Title: Chicken

Air Date: August 2009


Agency: Nickelodeon Creative Advertising

VP/Creative Director: Pete Johnson

Design Director: Juan Carlos Gutierrez

Head Writer: Jared Elliotta

Project Manager: Mike Zermenoi

Producer: David DeLuca


Prod Company: Tool of North America

Director: Harry Cocciolo

DP: Mark Plummer

EP(s): Brian Latt, Jennifer Siegel

Line Producer: Lauren Bayer

Production Designer: Joaquin Grey


Editorial: Final Cut

Editor: Akiko Iwakawa

Producer: Brian Semple


Telecine: Technicolor/Complete Post


About Tool:

Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.

About SafeShare.tv

Launched as a beta version in 2009, SafeShare.tv has gained popularity as the safest way to Watch and Share YouTube and Vimeo videos, and is widely used all around the globe by educators so their students can watch educational material without the fear of inappropriate videos showing up.

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