"Eat Like a Champion"

27 July 2026

2 mins 28s

You are what you eat.

hungryman's Fausto Becatti uses a multimedia approach to land the idea that the all-conquering Springboks are what they eat in this entertaining ad for South African supermarket Pick n Pay. Their bulk, strength and fortitude puts the fear of God into the opposition and they are all asking the same question (albeit with slight variations in the wording): what do these guys eat?

At two and a half minutes, this could easily outstay its welcome but the ad is as relentless as the team it depicts and it held our attention from first to last, even though we're pretty indifferent when it comes to the sport played by gentlemen with odd shaped balls. Indeed, we are so lacking in knowledge, that we don't even know if the suggestion of South Africa's current dominance rings true... but it doesn't really matter whether or not it does, because it feels like it does, and that's enough.

South Africa

Supermarkets