Icelandic Boy

A TV ad to launch fast food outlet Chicken Licken’s Double Chick'n Boerie Burger – a chicken burger with “Boerewors” – a beloved South African sausage – flavouring. It tells the story of an Icelandic Boy who was, unbeknownst to his family and friends, but very apparent to the target market viewer, a South African in his previous life. However, one day a South African man brings Björgvin the burger and after a bite, Björgvin starts chatting to him in South African slang. At last the Nordic boy has found someone who understands him because like the man, he’s also truly South African at heart. South African traits, like the flavour of the Double Chick'n Boerie Burger, are unique. Therefore any South African, even one from a previous life, would love this burger. The South African man thus brings it to the boy to remind him where he's from and give him and his family peace. Although both man and boy have South African traits each of them belong(ed) to a different culture inside the culture. However, because they are both South African at heart they connect across continents and time. Furthermore because South Africa has always been divided in terms of its different races and cultures, we were tasked to position the burger with its special South African flavour combination as a unifying factor that all people from the country will love – no matter their race or backgrounds. Despite the difference in language and race, the two are able to connect through a mutual South African identity. TRANSLATIONS Afrikaans: Ek kom ma - English: I'm coming mom Afrikaans: Piesang - English: Bananna South African Slang: Voetsek! - English: Go away! Zulu: Dimamzo - English: Hey mom Zulu: Heita - English: Helo Zulu: Sho, ntwana! - English: Yes, boy! South African slang: Howzit! - English: Hello