Our forefathers ploughed fields, hunted for their dinner and fought off bears armed only with sharp sticks and impressive facial hair. The closest us modern chaps get to this is microwave meals and Street Fighter on the Playstation. Now, a new ad bravely celebrating the last of the manly moments.
It may have started with a trip to the supermarket, but this hairy-chested ad for Yorkie, the manliest of all chocolate bars, ends with an action-packed trial of strength and determination.
Our hero returns with a car full of supplies and faces a dilemma, to carry the bags a few at a time, or all of them in one go?
Dripping in testosterone-filled sweat, the champion does it the only true manly way - all at once. And with a baguette under his arm.
With the polythene pulling at his fingers and his face grimacing with effort, the titan heaves his load back to his family, not even pausing to look back at the explosions behind him.
He staggers in through the door, to the begrudging acknowledgment of his good lady, and celebrates with a chocolatey chunk of 'man fuel for man stuff'.
The ad, by JWT London, has won an incredible 1.2 million views in just a matter of hours. Men the world over have joined a brotherhood of Yorkie, sharing the ad nearly 17,000 times.
So gentlemen, wax your moustaches, flex those mighty muscles and celebrate manliness with Yorkie.