Initially designed as a cinema campaign to promote films broadcasting on RTL Hungary, the ‘Szerintem’ (‘In my opinion’) campaign featured a boy who, alongside a rubber chicken, discussed his favourite films in a humorous and simplified way. The advertising series began broadcasting in the autumn of 2004 and later expanded to print and public spaces.

The language and humour of the spot series were considered groundbreaking in the 2000s. The “chicken boy” character captured the hearts of viewers for years, introducing memorable phrases into public discourse and pop culture as well as the recurring closing line ‘Szerintem’.

It was simple, funny and unconventional – a meme before there were memes. The campaign sparked such a surge in rubber chicken sales across Hungary that it even caught the attention of international manufacturers.

This iconic campaign has now been recognised with a Diamond Blade Award at the 25th anniversary celebration of the Golden Blade Awards. Created by Akció-NXS agency, the campaign was led by Zsuzsa Révész, RTL Hungary’s former Head of Marketing Communications, with the support of Péter Kolosi. Following her tragic passing in the autumn of 2024, RTL Hungary dedicates the award to Zsuzsa Révész’s memory.

Péter Kolosi, Chief Content Officer of RTL Hungary, says: “In 2004, we simply wanted to create a campaign about what films were running on RTL. In the end, it turned into a generational meme, an advertising icon, thanks to Zsuzsa Révész and Péter Geszti [Akció-NXS agency]. Their humour, taste and advertising strategic sense are praised, as today everyone thinks of the same thing when they hear the word ‘Szerintem’. Few can achieve this, and I feel very fortunate to have learned the basics of marketing from them back then. The fact that we are still talking about it says a lot about the campaign's impact.”

Gabriella Vidus, Chief Executive Officer of RTL Hungary, adds: “This campaign rewrote a bit of every rule at the time. It showed that advertising can do more than just sell; it can transcend itself, create a common language and define an era – the golden age of commercial television. Both the campaign and the Diamond Blade Award are the achievements of Péter Kolosi and Zsuzsa Révész. They were the creative and, in many ways, daring driving forces behind this series. We are very proud that this iconic campaign is now back in the spotlight.”