It’s a question that has perplexed mankind for centuries: Which came first, the chicken or the egg?
French supermarket chain U Shops (Systeme U) has taken a tongue-in-cheek swing at finding out the answer in a new campaign titled “The Hen” (or “La Poule” in French.)
The TV and digital spot, by TBWA/Paris, takes the viewer back in time from the present day as it follows a hen and its hen ancestors through a world war, the 18th century, the Roman era, the stone ages and back to the dinosaur era in a bid to discover the answer.
The concept of the ad, as the final frame makes clear, is to promote the store chain’s use of only free-range eggs and boost its animal welfare credentials.
Frustratingly, though, the spot doesn’t reveal which really came first—leaving mankind to wonder at the marvels of evolution for a little longer.
This isn’t TBWAParis’ first egg-centric work of note. To launch McDonald’s all-day breakfast offering in France, the agency created a satisfying series of GIFs about bouncing eggs and other fanciful ingredients in an Egg McMuffin.
U Brand: Sandrine Burgat, Laurène de Demandolx, Céline Guérin-Vaney
TBWAParis: Anne Vincent, Matthéo Pressmar, Adrien Marsaud, Meryl Conrad
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Director: Sébastien Guinet
Copywriter: Josselin Pacreau
Filmmaker: Hungry Beards
Dop: Jean Paul Agostini
CEO & Producer Else: Maxime Boiron
Production Director: Tristan Voisin
Post-Production: Digital District & Else
Post-Producers: Dorothée Semezis & Mélanie Bernard
3D: Digital District
Head of Music and Sounds: Olivier Lefebvre
Sound Producers: Fanny Mithois & Yann Levasseur
Sound Art Director: Ferdinand Huet
Sound Engineer& Sound Designer: Alexandre Robieux
Music composition: Ludovic Bource
Media Agency: MyMedia