The commercial opens on a very ordinary man in his kitchen doing the dishes. We can see by the dull expression on his face that he is quite bored with his monotonous life. A voice-over announces that, "With King Price Insurance your premiums decrease every month"; and the cellphone on the table vibrates as a text message comes through.

Suddenly, (taking its cue from the vibrating cellphone) a giraffe sticks its head through the window and helps the young man doing the dishes by licking one of the plates clean (metaphorically illustrating the surprisingly nice feeling one gets when you receive a text message notifying that your premiums just came down). The man cracks a warm, fuzzy, satisfied smile, showing his appreciation of this small moment of joy as the voice-over agrees with him that it is in fact, "Nice, isn't it".

In South Africa, King Price Insurance is a large, well-known motor insurance company. They’re famous for their unique service offering of insurance premiums that decrease every month as the value of your car comes down. These decreases are accompanied by quirky text message notifications sent to their customers.