The Idea
I’ve always loved Chicken Licken. Not just the food, but the ads. There’s something about the humour that always gets me. It’s weird, local, and just smart. It never takes itself too seriously, and that’s exactly what I enjoy most.
So I thought, what if I could create a concept in that same world?
We’re living in the load shedding era. It’s dark. It’s silent. It’s hungry. And right there, in that frustration, is the perfect place for a Chicken Licken twist. The idea was simple:
What if the one thing lighting up your house isn’t a generator, but your Chicken Licken meal?
The Script
This is a 30 second to 1 minute ad concept written like a short film. It opens on a family sitting in the dark, candles flickering, power out. They’re tired, quiet, and annoyed. Then a strange orange glow shines from the hallway. It’s coming from Thuli’s room.
When her brother opens the door, he finds her Chicken Licken Rock My Soul meal glowing like actual fire. The whole family gathers, amazed.
The final line?
VO: “Chicken Licken. Feel the Fire.”
On screen text:
No generator required.
Want to read the full script? get in touch to get the full script
The Visual Mockup
I wanted the visuals to sell the joke without needing a single word. You see darkness, then light. You expect a torch or inverter, but instead it’s a glowing Chicken Licken box. That’s the punchline.
The visuals were created to feel a bit surreal but still grounded in a typical South African home. You’ll see:
- The family in a load shedding setting
- The glow spilling from under the bedroom door
- The dramatic reveal of the chicken box, steaming and lit like a furnace
- Their faces bathed in firelight
The light feels ridiculous and holy at the same time. That’s the magic.
This concept fits right into the Chicken Licken universe. Their brand is built on humour that takes normal South African life and flips it in unexpected ways. See visuals below.
Why this idea works:
- It taps into something we all know too well: load shedding
- It exaggerates the power of the product in a funny, surprising way
- It creates a visual metaphor for the brand’s core message: soul food that lights you up
And best of all, it puts the chicken at the centre of the story. No gimmicks, just a glowing box of flavour that feels like it could be part of the Chicken Licken ad archive.
What This Shows About My Writing
I write ads that aren’t scared to be weird, local, and honest. I love humour, especially the kind that’s clever without trying too hard. My work lives at the edge of real life and “what if?”
This project shows how I:
- Use cultural insights to build ad concepts
- Write in a tone that fits the brand but still sounds like me
- Think visually while building from a strong script foundation
- Create work that makes people smile and say “yoh, that’s actually smart hey”
If you’re looking for a writer who can bring fire, fun, and fresh thinking to your brand, let’s chat.
