1st for Women is a South African-based Insurance company. Their long-term campaign has always focused on the fact that South African men are higher insurance risks than their female counterparts. In this particular ad, a guy dares his friend to reverse from Johannesburg to Cape Town (over 1 000km in distance) – in reverse. In their excitement, they forget about the famous, unfinished highways in Cape Town. Their demise, albeit expected of men, still comes as a complete surprise to the viewer.