This episodic series of TV spots offers a glimpse into the lives of the two friends who run the Chicken Licken drive-thru dispatch window… or is it a glimpse of the man who can’t stop ordering Hotwings®?

Episode 1 is all about late nights and loud music as Tsala Junior alerts her friend to the pitfalls of living with a house music DJ. But when the doef-ki-doef-ki-doef-ki-doef has died and the ama-Beating-What-Whats beat no more, one man is back at the drive-thru window with yet another order for Hotwings®.

It seems it’s true: “when the craving’s got you, it’s got you.”

Each new ad break took the viewer back into the drive-through for a glimpse at the latest discussion the two colleagues were engrossed in. The target audience also got a glimpse of the same customer coming back for another fix of Hotwings® three times every ad break.

Viewers got a look into the lives of the two ladies, and of course witnessed a man unable to kick the Hotwings® craving return for the same order an improbable total of 15 times, over the course of a single broadcast.

With an immediate year-on-year sales spike of almost 200% following the flighting period, and several instances of total stock sell-out, it seems one man’s never-ending circuit around a drive-through and two chatty co-workers really got South Africa’s craving going.

It must be true what they say about the Hotwings® craving: when it’s got you, it’s got you.