In this ad, a beleaguered office worker, Karl, faces a tough mess he could walk away from. The Brawny Man® -- refreshed as a strong, capable giant like he was in the 1970s -- appears as the voice in Karl’s head reminding him to tackle the challenge with strength of character. By having The Brawny Man® encourage Karl to “Stay Giant” in the face of adversity, we highlight what consumers said about Brawny® in research – it’s an iconic American brand that stands for strength and resilience at an emotional level, which are attributes our consumers also use to describe themselves. This shift is key to our overall strategy of aligning with an audience that rejects unrealistic perfection in favor of a more authentic, balanced view on life. The spot finishes with Karl becoming “giant” and our new tagline ‘Stay Giant®’, reminding us that there’s a giant inside of everyone.