The campaign is based on a socially awkward character who is not of sound business mind, lacks fashion sense and the social skills one would learn from Destiny Man.He embarrasses himself at the bar while trying to impress a lady. Then, in an attempt to seem important, he reveals his business ineptitude to strangers at the pool table. He follows this by regrettably mistaking the iPhone to be a South African product because of the Zulu predicate “i” which means a – ie. a Phone.