Burger King Commercial

http://www.youtube.com/watch?v=vGLHIvb8skQ

In the Burger King commercial "I Am Man" It shows a guy eating at a restaurant with a girl then his meal comes out and it ends up not being "manly enough." So he gets up and starts singing about how he is man, and while heading to get the new Texas Double Whopper from Burger King all the men in the city rally up with him and join in song. During the journey to BK it portrais different men doing so called "manly thing," like; ripping out their underwear, karate chopping bricks, picking up a van and throwing it over a bridge in a truck, then one man pulling it to get his burger.
The commercial is based on a masculine demographic trying to get men to buy there product. Saying that if you buy and eat there new double whopper you are considered a man and burger is what men are supposed to eat. This is going off of Scholes belief of "Cultural Knowledge" and how the entire world of man kind is portrayed as being big and strong and the burger is the national symbol of strength and toughness which all men try to gain. So they show this commercial of men doing all these manly thing to get guys to go out and buy there food because they want to be like them.