The campaign centres around this new character, bringing his unique methods to life.

Dr Dokta is a self-proclaimed "craving specialist" who uses unconventional and sometimes controversial methods to cure the Hotwings® craving, such as the:
  • Notwings Meditation
  • Teabag Hypnosis
  • NoFire Drops, and
  • infamous Rekere Method.

Patriot's Anton Visser directed the TVC, featuring the famous Dr Dokta as a special guest on a TV show, which hints at the scale of his popularity and the nation's curious interest in his mission.

The TVC follows Dr Dokta as he helps South Africans from all walks of life, including the President, curb their cravings.

However, at the end of the TVC, it is revealed that Dr Dokta's true intention is to keep Chicken Licken Hotwings® all to himself by "curing" South Africans of their Hotwings® craving. The plot twist confirms what all South Africans already know: When the craving's got you, it's got you, says the team behind the campaign.

To assist Dr Dokta in achieving his mission, the integrated campaign includes a range of additional elements. To start with, Dr Dokta has an X (formerly known as Twitter) page where he reaches out to users through spam tweets whenever they tweet about their Hotwings® craving, offering his services.

Furthermore, his ads can be found in the classified sections of three newspapers. Additionally, he has a website (www.drdokta.co.za) that hosts his:
  • method videos
  • testimonials, and
  • products (which are always sold out).

Lastly, the team points out, Dr Dokta has also created a 'Cure the Craving Hotline', where desperate consumers can call him on 087 537 6040 to have their cravings cured. These various elements work together to support Dr Dokta's mission and provide a range of ways for people to connect with him and access his services.

Xolisa Dyeshana, chief creative officer at Joe Public, concludes, "Dr Dokta's extreme measures to keep Chicken Licken® Hotwings® all to himself is inspired by a simple South African truth that when the craving's got you, it's got you. The '#CureTheCraving' campaign is a noble move by our Chicken Licken® client — a testament to what happens when creativity meets bravery."

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