After our “Voiceover” spot I did for Lunch Bar (also available on this very site), the brand shifted direction to be the chocolate bar for the man who hustles hard to get where he wants. This positioning is especially relevant for our South African target market as most young people in our townships have more than one job, running everything from barbershops to corner cafes to car washes.

So, we created the story of Tumi, a streetwise hustler who has a couple of different vocations and even owns his own small business. His streetwise nature means that even though he’s managed to snag a part as an extra in a war film, he’s still not shy of a bit of his own shameless self-promotion.

But what if someone actually phoned the number we see in the ad, you might ask? Well, we set up a fake voicemail system with an elaborate series of job offerings from the enthusiastic Tumi: have a listen right after the spot.