According to Joe Public, the film, 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'.
"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’s 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," says Xolisa Dyeshana, chief creative officer, Joe Public.
"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," adds Dyeshana.
Tyson Ngubeni plays the lead actor (an everyday South African) whose popularity has skyrocketed thanks to his videos about uniquely South African things. The film follows his character as he uncovers what makes South Africa such a 'soulful' nation and how this, in the face of adversity, has 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".
For more information, visit www.joepublicunited.co.za. You can also follow Joe Public on Facebook, Twitter or on Instagram.