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From the 8th Annual Shorty Awards

Turkey Run

Entered in Auto, Humor


AutoZone wanted to remind DIY car owners of the importance of car care during the Thanksgiving season. So we told the story of a Turkey who's been on the run for the last thirty years. Believe us, nobody depends on their vehicle more than a bird with a target on his back.

Thanksgiving is not known as a competitive time amongst the aftermarket automotive category. This allowed our Turkey-themed efforts to stand out amongst the existing and somewhat-cluttered social conversation. AutoZone was able to entertain its audience while delivering an unexpected, funny, and attention-grabbing brand message.

Strategy and Execution

Shot in mini-documentary style, "Turkey Run" is a quirky and emotional look into life as a Thanksgiving turkey. The second video revisits the character to deliver a message about Black Friday Deals. Production took place within a 2 week period and on an extremely tight budget. To bring the concept to life, the team made extensive use of DIY hacks and solutions. This included shooting entirely on a DSLR camera, cheap hardware store lighting, and diffusers made from coat hangers, cardboard, and tissue paper. Even the latex turkey mask was hand- and homemade.


The videos received a combined 2.5 million impressions and over 930,000 views. With an average engagement rate of 36.7%, the social media videos more than doubled the category benchmark. Using an unusual point of view can help drive an important brand message in a memorable way, while showing the DIY and humorous nature of the brand.


Entrant Company / Organization Name

Havas Worldwide Chicago, Autozone


Entry Credits