Ouma rusks have been a staple in South African pantries for decades. They are considerably popular amongst university students as they provide a sense of home and comfort. Generations of South Africans have experienced dunking an Ouma rusk for too long and it falling off in their tea. These same people have often scorched their fingers, shed a tear or admitted defeat when trying to rescue their rusk from their tea. It is arguably one of the worst feelings in the world. We wanted to play on the idea of “losing Ouma” in a satirical sense and create a tone of dark humour to show the chaos that ensues when losing your rusk in your tea. This radio advert would appeal to the 18-23 year-old Afrikaans university students with the aim of making the Ouma brand more relatable to young people. This campaign really draws on the relatability and human truth that most South Africans have become accustomed to when having their chosen hot drink and Ouma rusk in the morning.