South Africa, Oct. 29 -- Introducing Feel the Fire: HeadQuarters - an explosive new tribute to Chicken Licken's hottest menu item, Rock My Soul(R).

The insight? When biting into a spicy-hot piece of Rock My Soul, heat-receptors send an SOS to the brain, which triggers a chain of bodily responses. First, the heartrate rises. Then, as the sensations of heat intensify, the sweat and tears production escalates. Lastly, a heady mix of dopamine and endorphins is pumped through the body, which leaves you craving the next bite.

Enter the new campaign, launched with a whacky, edge-of-your-seat film spectacle, directed by Tristan Holmes of Star Films. In it, the brain of a Rock My Soul eater is reimagined as a crazy brick-and-mortar world - a.k.a...