In February 2012, Santam Insurance launched the second of its ads featuring Sir Ben Kingsley. 3 months later, Nando's Fast Food chicken produced a parody of the ad which immediately became a massive viral hit. Parody ads are typical of Nando's style communication, but apart from legal action, no brand has ever responded by spoofing their spoof. This response by Santam was created within days of the Nandos ad.

Nando’s did deliver on the challenge, also pledging to deliver every month for a year. They also responded with another viral ad applauding Santam. Santam became the most viewed SA ad on YouTube (175,000 views) in 3 days. On Twitter, it trended in first hour, reaching 1.2m people in first 60 hours. On day 2, Santam did a page takeover on News24 - 940,696 impressions and 11,440 clicks in 12 hours. The news article was viewed by 130,000 people, currently the most read article - generated a CTR (Click-Through-Rate) of 1.2% - the benchmark in SA is 0.25%.