This launch radio campaign uses famous leading men to make the point that even they don’t know everything. They need to know “tons of useful stuff” just like any other guy. Men’s Health has always had a great sense of humour peppered into its editorial so it felt right to stay in this territory. A cast of wonderful actors helped to make each ad it’s own chapter within the campaign. The ads cut through the clutter, giving Men’s Health a definite character. Today it remains a powerful player in South African media.