"Feel the Fire"

12 October 2021

1 min 40s

Chicken cheer.

A bloke makes his po-faced way through life in this amusing ad for South African fast food chain Chicken Licken. Entering the world as a humourless baby and quickly progressing to a smile-less adolescent, it seems that nothing can crack his flat exterior - not sporting victory, needle jabs, or even a somewhat terrifying classroom clown.

The ad's humour is cemented by great performances from the central character at every age, with his adult incarnation offering up a particularly deadpan "That was a good one" when not reacting to a stand-up comic. It's a predictable ending for the advertised spicy chicken to be what finally gets the bloke going, but the payoff feels earned after so much self-control.

South Africa

Fast Food Restaurants