It's hard for average guys to compete with the Brawny Man, especially now that he's become more sensitive and
even more manly in the hands of Fallon/N.Y. A new TV spot, directed by Smuggler's Happy, demonstrates the point as the Brawny Man lovingly creates a birthday cake for his missus, while an accompanying cinema spot shows a regular guy whose wife wishes he was more like the man in the first commercial. (Are you following me?) As a result of his wife's slight, the average joe sinks into a disturbing dream sequence in which he's manhandled by the Brawny Man.