‘Blazing Pleasure’ – So Good’s Funny Soap Opera Parody in Indonesia

So Good Chicken in Indonesia has released a funny new spot created by Iris Jakarta that parodies cheezy soap operas, while at the same time playing to Indonesian’s love for spicy hot food.

In the fun, over-the-top 90-second film dubbed “Blazing Pleasure” (Kenikmatan Membara) we see a wealthy family gathered around the dinner table eating So Good Spicy Chicken Strips – all breathing heavily from the spice.

The doorbell rings, prompting the father to ask the daughter to go answer. She refuses. He asks his wife, who immediately assumes her husband is up to some evil plot to steal her chicken strips while she’s away from the table.


The father reluctantly gives in and answers the door, only to find that his wife has a twin sister.

Oh, the drama!

The filming, the lighting, and the shots are all spot on. Check it out.


“All this time So Good was perceived as a ‘play it safe brand'”, Albert Chan, Creative Director at Iris Jakarta told Branding in Asia. “But for their new product, So Good Spicy Chicken Strips, everything had to change, because the target was both moms and millennials. Mom’s in Indonesian love soap operas, while millennials love something that is hot. So why not combine those two things and create the hottest 90-second soap opera ever in Indonesia?”

The campaign will additionally feature a 30-second TVC, along with radio, digital, influencer, and ground activation.


Agency: iris Jakarta
Client: So Good (Japfa)
Director: M. Fauzi
General Manager: Irvan Permana
ECD: Mehdi Lamloum
Creative Director: Albert Chan
Copywriter: Andika Nugroho, Nuris Sungkar
Art Director: Khalif Syahputra, Rahmi Amelia
Account: Romaria Natalia, Ahmad Syakbani
Producer: Purwono


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