This funny South African ad depicts an African explorer discovering Europe in the 1650s, a counterfactual to the 1652 arrival in South Africa of the Dutch. But it's upsetting people there and fast food chain Chicken Licken has withdrawn it due to the complaints.
South African Sandile Cele lodged a complaint with the Advertising Regulatory Board, arguing that the commercial made a "mockery of the struggles of the African people against the colonisation by the Europeans in general, and the persecutions suffered at the hands of the Dutch in particular".
Upholding the complaint, the board said: "While the commercial seeks to turn the colonisation story on its head with Big John travelling to Europe, it is well-known that many Africans were in fact forced to travel to Europe in the course of the colonisation of Africa.
"They did not leave their countries and villages wilfully. They starved to death during those trips to Europe and arrived there under harsh and inhumane conditions."
Chicken Licken said it wanted to show that South Africa had "all the potential to conquer the world and rewrite history from an African perspective".