Chicken Licken pulls ‘reverse colonialism’ advert

A few weeks ago, fast food franchise, Chicken Licken was abuzz on social media following its #TheLegendOfBigJohn – an advert that had the socials in a frenzy for its twist on the Jan van Riebeeck story.

The ad was aired on TV and online but not to everyone’s amusement. Chicken Licken has been forced to pull the ad following a submission to the Advertising Regulatory Board (ARB) by a member of the public.

The submission stipulated that the commercial made a mockery of the struggles of the African people against the colonisation by the Europeans in general, and the persecutions suffered at the hands of the Dutch in particular.

In its response, the fast food outlet said it was regrettable that an interpretation of the commercial was found negative. However, in its view, the franchise argued that the content in no way, shape or form sought to make a mockery of the struggles of colonisation and its effects on Africa and Africans.

However, the ARB said despite the intended representation in the ad, the reality is that the history of colonisation cannot simply be rewritten and that the potential to conquer the world should be portrayed in a positive manner, and not likened to colonisation.

Twitter reacts to banning of #TheLegendOfBigJohn advert: 

So the Chicken Licken ad has been banned? I missed the offense.

— Songezo Zibi (@SongezoZibi) December 19, 2018

Me outside chicken licken after being forced to boycott it pic.twitter.com/Pngpgo3a2G

— Flo Letoaba (@floletoaba) December 18, 2018

I watched that Chicken Licken ad. You mean to tell me we actually have adequate tools for great cinematography, special effects + editing, and capable storytellers, and we're still somehow stuck with the same storylines, trash cine and editing on every local channel? 🤔

— 𝘓𝘦𝘳𝘢𝘵𝘰. (@Lerato_Enchantd) December 19, 2018

This Chicken Licken ad is not offensive whatsoever!! It's absolutely brilliant!

— SandiSide (@Sandiside) December 20, 2018