Filipinos can’t get enough of fried chicken. Young and old, everyone enjoys it for lunch, snack and dinner, at home, in American diners, Japanese izakayas and street-side stalls. Even the nation’s number one fast food chain, which started as a local hamburger eatery that grew to beat McDonald’s, now sells more fried chicken than burgers.The Andok’s food chain owes its success to its fried chicken. Recently, many chicken restaurants have sprouted, and Andok’s needed to protect its hutch.There is a Filipino urban myth that says that whatever food you eat too much of, will grow on your body. This metaphor laid the egg that hatched into the CHICKEN series.The main character in each spot in the series is initially presented as a regular guy. A mystical change happens to him, the result of incessant consumption of his favourite Andok’s chicken. The plot is fantastical, yet the characters are relatable and the blend of pathos and humour engage and surprise the viewer. The series was shot in documentary style to distinguish it from the slick template spots of the competition.