Which came first, the chicken or the egg? A new epic ad from a French supermarket chain is attempting to solve the mystery.
It’s a question that has remained unanswered for centuries. So this ad is going back in time to look for the answer.
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French Supermarket brand Systeme U is known for its tongue-in-cheek tone. In its latest ad, promoting the quality and provenance of the eggs sold under its own brand, Systeme U is traveling back to the origin of times to finally bring an answer to one of the world’s biggest mysteries: “Which came first, the chicken or the egg?”
The campaign titled “The Hen” (or “La Poule” in French,) was created by TBWA/Paris. It takes us back in time from the present as it follows a hen (or rather an egg?) and its ancestors through World War 1, the 18th century, the Roman Empire, the Stone Age, and all the way to the time when the dinosaurs ruled over our planet.
And no, the ad does not actually answer the question. Which can be terribly frustrating if it was not for the beauty of its production. So, which do you think came first?
U Brand: Sandrine Burgat, Laurène de Demandolx, Céline Guérin-Vaney
TBWA\Paris: Anne Vincent, Matthéo Pressmar, Adrien Marsaud, Meryl Conrad
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Director: Sébastien Guinet
Copywriter: Josselin Pacreau
Production: /Else
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
Sounds: \Else
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