The campaign celebrates the small acts of heroism performed by British men on a daily basis. It features men successfully proving their manliness, aided and abetted by a Ginsters peppered steak slice, which contains "the flavour that makes a man's inner confidence rigid". The two ads, called "the joke" and "the return", feature men who rise to an everyday challenge. In 'The return', the man is faced with the daunting prospect of returning a wayward ball in front of the assembled masses. In 'the joke', we witness a man electing to share a joke with his wife's work colleagues, despite the joke not being on the pre-agreed list of suitable subject matter. The ads each end with the line, "feed the man".