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Icelandic Boy

22/02/2019
Advertising Agency
Johannesburg, South Africa
42
Share
Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
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A 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. TRANSLATIONS 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
About Joe Public

Founded in 1998 and growing into Joe Public in 2007, JPU is one of the MEA region’s leading integrated brand and communications groups. The group is 60% black-owned making it one of the largest majority black-owned independent agencies in the country. JP is a purpose-driven agency that exists to be the fertile soil that grows their people, clients and the country. The group’s service offering aims to deliver on creative excellence through its 360º service offering (ATL, BTL, Brand Design, Digital, PR and Media) both in Johannesburg and Cape Town. The group also has African and European partners/affiliates in 8 different countries. 

Connect with us: www.joepublic.co.za and follow on @JoePublic, Facebook and Instagram.

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