The commercial opens on a middle-aged garage mechanic lying in the hot sun outside his desolate garage. We can see by his flushed, sweaty face that he is boiling hot and dying of boredom. A voice-over then 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 flight of butterflies flutter over to the middle-aged man and cool him off by flapping their wings over his sweaty chest and forehead (metaphorically illustrating the surprisingly nice feeling one gets when you receive a text message notifying that your premiums just came down). The man smiles with a sigh of relief, 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.