Chicken Licken ‘Mr Indecisive – Piki Piki Mabelane’

Chicken Licken ‘Mr Indecisive’

CANNES LIONS PREDICTIONS
Judges Pick

IDIDTHAT JUDGE
Andrea Quaye

AWARDED
20 May 2026

JUDGES COMMENT
“A hyper-local insight that travels globally and will resonate with many of the judges. It takes an everyday, mundane occurrence and blows it up into a beautifully shot and entertaining piece of film. The humour is highly watchable, with great performances throughout.”

– Andrea Quaye, Marketing Director of Heineken Beverages

View I DID THAT Cannes Predictions 2026 showcase

THE ONE SHOW
AWARDS
Winner

AWARD YEAR
2026

AWARDED
15 May 2026

ENTRANT COMPANY: Joe Public + Giant Films

MERIT:
Film & Video | Use of Humor

View One Show Awards 2026 showcase

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Tessa Ford

AWARDED
09 December 2024

JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION 
“Karien’s natural talent for storytelling comes alive in this performance. With her unique blend of experience, skill, and insight, she delivers a seamless and captivating narrative that feels incredibly relatable. The character she’s crafted is rich with layers and depth, making us feel every emotion—because who hasn’t been there? This is a fresh twist on the classic Chicken Licken humour, and I love it!.”

– Tessa Ford, Owner & Editor at Tessa Ford Post

View I DID THAT Craft Awards November 2024 showcase

The delicious variety offered by the Chicken Licken Soul Square Meal appeals not only to those torn between their two favourites, chicken pieces and Hotwings, but also to those who find it difficult making decisions in their everyday lives.

Our ad focuses on one such individual, who finds himself paralysed by the decision-making process in a variety of slice-of-life scenarios. Our empathy towards him builds as his trusted go-to method of making decisions fails him on many an occasion.

He is at breaking point when he finds himself at a Chicken Licken store having to choose between chicken pieces and Hotwings, but fortunately he is told about the Chicken Licken Soul Square Meal that allows him to have both.

We then witness a cathartic moment that almost makes up for a lifetime of struggle, as our hero allows himself to be immersed in the relief offered by such a revelation. While this moment is humorous in itself, it is the next question from the teller that brings him rudely down to earth, taking the humour into new territory.

The strength of this ad’s humour lies in the fact that it is intrinsically based, increasing the memorability of the offering, while also grounding it in the value that is on offer. The impact is borne out by the resulting sales that accompanied the release of the ad.

Why is this work relevant for Film? 
This film uses storytelling, performance, and cinematic craft to turn an everyday struggle into a relatable, humorous revelation. Through sharp direction and nuanced acting, the piece builds empathy for a man paralysed by indecision until the Chicken Licken Soul Square Meal provides his comedic salvation. Every frame, edit, and beat of dialogue serves the story, transforming a simple product truth into an emotionally resonant and laugh-out-loud moment. The result is a character-driven, insight-led piece of branded entertainment that connects viewers through humanity, humour, and unmistakable craft.  

Brand Context 
Everyone has their favourite ChickenLicken meal. But research showed that many people often couldn't decide between two menu icons: Hotwings and chicken pieces. In a world where South Africans are flooded with choices every day, decision making has become harder, even when it comes to lunch. To make life a little easier (and tastier), ChickenLicken created the SoulSquareMeal, combining both fan favourites into one.  

The creative idea drew inspiration from the childhood rhyme "PikiPikiMabelane," the local version of "Eenie Meenie Miney Moe", a playful chant used to make random choices; from games to small daily decisions. This nostalgic reference became the perfect symbol for the nation's shared indecision, while also celebrating local language and culture in a way that felt proudly South African.  

At a time when advertising can feel heavy or overly serious, this campaign brought back humour, lightness, and cultural pride. It reminded people that sometimes you don't need to agonise over a choice, especially when you can have both. "PikiPikiMabelane" turned the Soul Square Meal into more than a combo, it became a reflection of our playful spirit and resilience, showing once again that ChickenLicken isn't just selling food, it's feeding the nation's soul. 

Synopsis
The film follows a man whose life is defined by one flaw: he can't make decisions.  

From choosing an outfit to picking an ice cream flavour, every choice sends him into crisis. Even his trusted childhood method, the rhyme "PikiPikiMabelane," lets him down time after time. When he reaches a ChickenLicken counter, he faces his biggest challenge yet: Hotwings or chicken pieces. Just as he's about to break down, the teller offers him the SoulSquareMeal, both favourites in one meal. Relief floods in…until she asks, "Original or SoulFire?" His joy dissolves instantly.  

With humour, empathy, and local flair, the film captures the relatable agony of indecision, transforming it into a moment of pure, soulful comedy where the only choice left is how much heat you can handle.  

Objective
Create sustained sales success (e.g. profit, sales)  

Summary of the work 
Everyone has their favourite ChickenLicken meal, but research revealed that many fans find it hard to choose between two favourites: Hotwings and chicken pieces. During one of the most competitive times in South Africa's fast food market, ChickenLicken launched the SoulSquareMeal, combining both at an unbeatable price.  

Inspired by the childhood rhyme "PikiPikiMabelane," the campaign turned everyday indecision into a story every South African could relate to. The film captured this struggle with humour and emotional sincerity, using sharp writing and authentic performances. Its cultural truth and craft drove huge engagement, record viewership, and double digit sales growth; proving that a proudly local story can resonate nationwide.  

Impact 
The film achieved extraordinary impact, cutting through an intensely competitive market to deliver both cultural and commercial success. With 125 million impressions and 39 million total views, it became one of ChickenLicken's most watched pieces of branded entertainment, proving that humour rooted in local insight truly resonates. The 7.6 million completed views and 39% engagement rate showed that audiences weren't just watching, they were connecting. Social reactions exceeded 375000, nearly half expressing love or laughter, confirming the ad's emotional and comedic effectiveness. Beyond popularity, the campaign drove tangible business growth: value sales increased by 118% year on year, while volume sales rose 119%, outperforming category trends. Blending heartfelt storytelling with relatable humour, the film turned indecision into delight, demonstrating how culturally fluent creativity can deliver measurable returns and lasting brand affection for South Africa's most soulful chicken brand. 

Client/Brand: Chicken Licken

Agency: Joe Public
Integrated Chief Creative Officer: Xolisa Dyeshana
Integrated Executive Creative Director: Martin Schlumpf
Art Director: Claudia Sharbel-Fahry
Snr Copywriter: Vuyani Plata
Integrated Group Account Director: Kelly Bardon
Integrated Account Director: Sonwabile Mkize
Snr TV Producer: Yash Raidu

Production Company: Giant Films
Director: Karien Cherry
Executive Producer: Cindy Gabriel + Emma Lundy
Producer: Jon Ronbeck
Production Manager: Talita Smit
Director of Photography: Paul Gilpin
Production Art Director: Julie Bonnet
Stylist / Costume Design: Bridgett Baker
MUA: Merle Titus
AD: Nicholas Lorentz

Post Production Online & VFX: Strangelove
Post Production Artist Online & VFX: Charmaine Greyling

Editing Company: Strangelove Post
Editor: Xander Vander
Edit Producer: Bevil Swartz
Colourist: Nic Apostoli

Sound Company: Sterling Sound
Sound Engineer: Lorens Persson

Music Rights: Marc Algranti
Music Track: Marion Black “Who Knows”

Cast: Lead Man: Phila Mazibuko
Wife: Sisekho Velelo
Daughter: Minnie Mashangu

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