The creative team at the food retailer says that inner peace is what Rock My Soul® is all about. The team wanted to take the food retailer's vibes and extend it all over the world, as well as through time. 

Produced and directed by Alan Irvin of They Films, the film delivers a crafted journey with visual effects by Sinister Studios. The ad stars Sheldon Marema as guy-next-door Thato, who becomes an unsuspecting interdimensional hero — armed only with his attitude and Rock My Soul® meal. The food retailer is central to the ad in more ways than one and is prominent at the end of the ad, which reveals a conceptual twist.

"Chicken Licken® ads are known and loved for being quirky," says Xolisa Dyeshana, Joe Public's CCO. "That's why the order number [in the ad] felt so right. If there's any place that could just magically transport you backwards and forwards in time, it would be a Chicken Licken® store."

The long-format film takes the viewer on a thrilling trip from a battle between Roman gladiators to a far-off future where a rampaging chimpanzee cyborg is stopped in its hydraulic tracks by Thato, the ambassador for peace. Thato also pops in to support South Africa's female president in 2047.

The integrated campaign approach includes TV, social media, digital, outdoor and activations to keep the campaign going forward and backward in time. "We have all of history and the future to inspire us all, which is what makes this such a fun creative campaign," concludes creative team duo Natalie Walker and Jeanine Vermaak.

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*Image courtesy of Chicken Licken®