Chicken Licken's dispassionate protagonist

Emotion is important in advertising. Consumers want to be moved to feel something, anything, for a product or brand in order to form a connection.

Alas, emotion is the one thing lacking from the impassive hero of Feel The Fire, Romance Films director Greg Gray's hilarious new spot for well-loved South African fast-food chain, Chicken Licken. The well-told tale follows Andisile, a man who is not moved by much - whether it’s scoring the winning goal or (hilariously) getting his hand caught in the boot of a car.

From a concept by advertising agency Joe Public, Gray's storytelling skills are put to fantastic use in the clear narrative, with the obvious yet satisfying payoff making for a fine end to a (not so) emotional rollercoaster.