South Africa, May 16 -- The LunchBar Man racked up more than 191 million views on TikTok and the YouTube ad enjoyed an incredible watch-through rate of 97%.

The online game had nearly 350,000 new users testing their knowledge of LunchBar lore for a shot at a cash prize. And LunchBars flew off the shelves.

"It was a monumental success," says Ryan van Son, creative director at VML South Africa, the agency behind the campaign.

"We saw a huge increase in product sales and unbelievable digital numbers."

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Key to the campaign's success was the intriguing character of Bra Lucas, played to perfection by veteran actor Fezile Mpela.

With LunchBar celebrating its 60th anniversary this year, it was Oviaas he had to tak...