New Chicken Licken ad pays tribute to the ‘soul’ of Mzansi during Covid-19

Business Insider SA
Chicken Licken
No one is safe in Chicken Licken's new advert, not even the president's mask gaffe
  • Chicken Licken's new advert pays tribute to everyday South Africans who have been keeping the country entertained during the lockdown.
  • The advert is aimed at showing the nation's resilience during tough times.
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Chicken Licken’s latest ad pays tribute to the resilience of everyday South Africans, as they weather the country’s unprecedented lockdown to fight the spread of the novel coronavirus.

True to the fast-food chicken chain’s moniker, the ad looks at how the nation’s “soul” has kept it going during a very challenging time.

It stars actor/comedian Tyson Ngubeni - who bills himself as a “cultural expert” - explaining what makes South Africa a soulful nation as it takes on the Covid-19 storm. 

It also explores Mzansi’s “ingenuity” when times are tough, from making a plan to hide yourself when walking outside past the national curfew, to trying to smuggle your girlfriend to another province undetected

"More than ever, brands have to keep a voice in the market that speaks to the heart of what people are going through and connect to how they are feeling," says Joe Public's [the agency behind the ad] Xolisa Dyeshana.

"That is why it is important for Chicken Licken to have kept an ear to the ground. It is these unique insights that reaffirm how we can all be everyday heroes," says Dyeshana.

The ad includes music producer and DJ Tira sharing a meal with Zulu-speaking white people. The DJ trended earlier in the year, during the lockdown, when he featured a Zulu speaking white boy named 'Mehlemamba Ngidi' who called himself a 'proper Zulu speaker' on an Instagram post. 

It also features Ngubeni struggling to put on his mask, much like President Cyril Ramaphosa did in an address to the nation early on in the lockdown, as well as the now infamous, 'when people zol' remix – a firm favourite to come out of cooperative governance and traditional affairs minister, Nkosazana Dlamini-Zuma's explanation of why cigarettes remain banned.

Watch the advert here:

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