But does it work?

[Watch] 'You take Main Street, ne? Naai, you take Ngcobo Street!'

In December last year, the advertising regulator banned Chicken Licken’s “Legend of Big John” TV ad.

The advert tells the story of the 1650 journey of a black South African who colonises Europe.

The Advertising Regulatory Board ruled that the ad trivialises colonialism in a way that is “upsetting for many South Africans”.

Chicken Licken’s new ad “The Bootless Bandit” tries again.

The Money Show’s Bruce Whitfield interviewed branding and advertising expert Andy Rice.

I think you can argue quite reasonably that this is glorifying colonialism again but on a different continent... It’s a rather random piece of creativity…

Andy Rice

Listen to the interview in the audio below (and scroll down to watch “The Bootless Bandit” and “Legend of Big John”).

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