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In December last year, the advertising regulator banned Chicken Licken’s “Legend of Big John” TV ad.

The advert tells the story of the 1650 journey of a black South African who colonises Europe.

The Advertising Regulatory Board ruled that the ad trivialises colonialism in a way that is “upsetting for many South Africans”.

Chicken Licken’s new ad “The Bootless Bandit” tries again.

The Money Show’s Bruce Whitfield interviewed branding and advertising expert Andy Rice.

I think you can argue quite reasonably that this is glorifying colonialism again but on a different continent... It’s a rather random piece of creativity…

Andy Rice

Listen to the interview in the audio below (and scroll down to watch “The Bootless Bandit” and “Legend of Big John”).

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This article first appeared on 702 : [Watch] 'You take Main Street, ne? Naai, you take Ngcobo Street!'

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