A fast-food outlet in South Africa has been ordered to withdraw a commercial showing an African explorer conquering Europe in the 17th Century.
The advertising board said colonialism was “traumatic” for Africans and was “not open for humorous exploitation”.
Chicken Licken said the advertisement was “tongue-in-cheek” and meant to create “pride” among South Africans.
Dutch navigator Jan van Riebeeck’s arrival in South Africa in 1652 started the country’s colonisation process.
The advert shows a young African, Big Mjohnana, leaving his village in 1650 to conquer his hunger for adventure.
His boat finally docks in Holland in 1651, and he says in South African slang: “Hello, white folk. I like this place. I think I’ll call it Eu…rope,” before stomping his spear to signal the land’s conquest.
The commercial ends with an elderly African man in a bow tie leaving a Chicken Licken outlet, and saying: “And that is the legend of Big John.”