"Chicken Licken®'s fans on social media are constantly asking us to make a movie, so we decided to give them six mini-movies in this rollercoaster of emotions commercial that highlight the heat and flavour of the Rock My Soul®," says Martin Schlumpf, executive creative director at Joe Public.

Rock My Soul® comes in one flavour (SoulFire®) and, according to the brand, "it brings on the heat while it rocks the soul". This gave the creative team their elusive 'aha' moment.

The ad follows the story of Khwezi, an average actor who wants to live up to his name and become a big star. Played by Atandwa Kani of Black Panther fame, Khwezi's journey is a little bit different to that of his in real life. Khwezi just can't 'feel' the roles he's playing.

Fortunately, he meets a flamboyant and overzealous acting agent Razz Matazz. Played by Josias Moleele, Razz introduces Khwezi to a secret that unlocks his emotional range and helps him achieve his ambitions. The ad sees Khwezi shine bright until he takes it all the way to Hollywood.

"By using the product intrinsic as their focus, the creative team was able to bring 'Feel the Fire' to life in a new and entertaining way," concludes Schlumpf.


For more information, visit www.joepublic.co.za. You can also follow Joe Public on Facebook, X or on Instagram.