'Good Listener' is the first installment of '5 Seconds to Glory', a new campaign that refreshes Klondike's iconic advertising platform, "What would you do for a Klondike bar?" '5 Seconds to Glory' turns everyday situations (like having to listen to your wife) into an over-the-top game-show event. The key insight was that guys don't reward themselves with an ice-cream after doing something extremely painful or embarrassing, but they do reward themselves for surviving life's little mundane obstacles.