Together with their brand and communications agency, Joe Public, Chicken Licken created a brand film that honours South Africa’s everyday entertainers and are fuelling this spirit in the form of ‘Soul Food for a soulful nation’.
The advert, directed by Tebogo ‘Tebza’ Malope from Star Films, features recreations of some of the popular social media videos that have kept South Africans going during the last few months – starring the very people who created them in celebrating their soulfulness.
Chief Creative Officer, Xolisa Dyeshana, Joe Public said, ’More than ever, brands have to keep a voice in the market space that speaks to the heart of what people are going through and truly connect to what they are feeling. That’s why it is so important to see that a truly South African brand like Chicken Licken, with a deeply entrenched culture and heritage, has kept their ears to the ground. In doing so, they’ve harnessed the strength of their brand to elevate and celebrate the everyday South African during these challenging times. It is these unique insights that reaffirm how we can all be everyday heroes.’
Tyson Ngubeni plays the lead actor, as an everyday South African whose popularity has skyrocketed thanks to his hilarious videos about uniquely South African things. The film follows his character – a cultural expert of a sort – as he uncovers what makes South Africa such a soulful nation and how this, in the face of adversity, has somehow lifted the country’s spirits. Through these exploits, he is finally led to a Chicken Licken store, where he discovers the Soul Food that keeps this soulful nation going.