Rag N’ Bone Man’s Human gave us a prefect duality that complimented the commercial conceptually. It allowed us to create a likeable connection to Sbu 2.0 through giving him an almost humanlike quality, while at the same time taking the sting out of the real Sbu’s lighthearted deceit in reminding us that at the end of the day, we are only human after all.

Chicken Licken, a proudly South African fast food chain, and their hotwings are renowned for one thing, the craving. Sbu 2.0 tells the story about how far one man will go in order to be able to satisfy his craving.