August 2009


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.

Advertising Agency: Nickelodeon Creative Advertising, USA
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
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Darko Bosnar's picture

This is very funny! Cool!

Darko Bosnar
Activity Score 396

Innovation & Art Director

Guest's picture

Why a chicken?

kurtberengeiger's picture

And why did it want to cross the road?

Activity Score 7323
Guest's picture


frederick luna's picture

very funny

frederick luna
Activity Score 9
Graphic Designer
Mantufayo's picture

Nice chick!

Activity Score 580
Creative Director
Guest's picture

Nice chick??!!! Which one?:)))

firebug's picture


Activity Score 1113
designada grafica's picture

Divertidisimooo creo que por eso utilizaron un pollo por que se sale de lo común y eso a los niños les llama su atención

designada grafica
Activity Score 96
Graphic Designer at oaxaca
Guest's picture

En verdad es porque en EEUU hay un chiste popular que comienza con una pregunta ¿why did the chicken cross the road? y la respuesta get to the other side" por eso la asociacion.
Esta bueno.

designada grafica's picture


designada grafica
Activity Score 96
Graphic Designer at oaxaca
mrckais's picture

hay una pequeña broma que dice algo asi "¿por que la gallina cruzó el camino? - para llegar al otro lado"
yo cro que es en referencia a eso.
el anuncio me parece que esta bueno, chistoso

Activity Score 417
Art Director |


sirvan's picture

Cute as the dickens.

Activity Score 29860


"I love some things, and don't love some other things."

julian.l's picture

oooh mr ckais you enlightened us!!!
but if you read carefully, right below the ad there's an explanation about it.

Activity Score 56
Art Director at underground - escuela de creativos
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