Icelandic BoyA TV ad to launch fast food outlet Chicken Licken’s Double Chick'n Boerie Burger – a chicken burger with “Boerewors” – a beloved South African sausage – flavouring. It tells the story of an Icelandic Boy who was, unbeknownst to his family and friends, but very apparent to the target market viewer, a South African in his previous life. However, one day a South African man brings Björgvin the burger and after a bite, Björgvin starts chatting to him in South African slang. At last the Nordic boy has found someone who understands him because like the man, he’s also truly South African at heart.
South African traits, like the flavour of the Double Chick'n Boerie Burger, are unique. Therefore any South African, even one from a previous life, would love this burger. The South African man thus brings it to the boy to remind him where he's from and give him and his family peace. Although both man and boy have South African traits each of them belong(ed) to a different culture inside the culture. However, because they are both South African at heart they connect across continents and time.
Furthermore because South Africa has always been divided in terms of its different races and cultures, we were tasked to position the burger with its special South African flavour combination as a unifying factor that all people from the country will love – no matter their race or backgrounds. Despite the difference in language and race, the two are able to connect through a mutual South African identity.
Afrikaans: Ek kom ma - English: I'm coming mom
Afrikaans: Piesang - English: Bananna
South African Slang: Voetsek! - English: Go away!
Zulu: Dimamzo - English: Hey mom
Zulu: Heita - English: Helo
Zulu: Sho, ntwana! - English: Yes, boy!
South African slang: Howzit! - English: Hello
Brand: Chicken Licken®
Client Lead: Chantal Sombonos van Tonder
Post Production / VFX
Colourist: Craig Simonetti
Online: Keno Naidoo
Sound Company: Sterling Sound
Sound Engineer: Lorens Persson
Creative Agency: Joe Public
Chief Creative Officer: Xolisa Dyeshana
Art Director: Natalie Walker
Copywriter: Marjolein Rossouw
Producer: Yash Raidu
Group Chief Creative Officer: Pepe Marais
Creative Group Head: Natalie Walker
Senior Copywriter: Marjolein Rossouw
Group Account Directors: Amber Mackeurtan
Digital Agency: Joe Public Connect
Production Company: They Shoot Films
Director: Alan Irvin
DOP: Adam Bentel
Executive Producer: Darren Gordon
Co-Production company: Truenorth Productions (Reykjavik)
Edit Company: Left Post Production
Editor: Saki Bergh
Genres: Comedy, Storytelling
Categories: FoodJoe Public United, 1 year ago