But one man is onto them — Bra Lucas Baloyi, retired teacher, conspiracy theorist and self-confessed "LunchBar Man", has figured it out: They're among us.

"We needed a compelling, eccentric, funny and believable local character to tell the fantastical story of aliens being keen on our Cadbury LunchBar chocolates and Lucas Baloyi was the result," says Ryan van Son, creative director at VML.

"Wardrobe, make-up and the art department were critical, as was casting. Fezile Mpela was beyond a perfect fit for the role. Not just for the integrated work we made — TikTok being a key focus — but also for activations and radio appearances. He's a total gentleman and all-round legend," adds van Son. 

Narrative in Three Parts

The agency says that it's not often that an agency gets a "wild card" pass to produce its best creative work. But that's exactly what happened with the LunchBar Man campaign. 

"The idea came out of a workshop that the client put together," says executive creative director, at VML, Theo Ferreira. "I don't think the intention was ever to do the work, just to workshop ideas around Cadbury LunchBar. But the client loved the concept and decided to make it happen."

The campaign began on TikTok with Bra Lucas sharing some of his otherworldly theories, says VML. TikTok creators started to post their own takes under the hashtag #thelunchbarman including CCTV footage of Bra Lucas having a peek into the Cadbury LunchBar factory to look for clues with his alien scanner — the PUDDNo8.

A longer advertisement launched a few days later, providing a more detailed glimpse into the Cadbury LunchBar-obsessed world of Bra Lucas, says the agency.

According to VML, jumping onto the nostalgia trend that's so rife in pop culture and paving the way for Cadbury LunchBar's 60th anniversary next year, it pays tribute to classic LunchBar advertisements of years gone by, such as Much More Munch Bar with Makatini and Oviaas.

Finally, the gamified microsite launched, giving visitors the chance to win cash prizes by answering trivia questions related to interactive clues scattered across Bra Lucas's chaotic desk, adds VML. 

"As an industry, we've lost a lot of fun and intrigue via overcomplicating things with data, processes and forcing a product's functional attributes and human behaviours into our work — which ultimately results in forgettable work," says van Son, who credits the campaign ecosystem to good old-fashioned storytelling. 

van Son adds, "This campaign was born from a rebellious irreverence and 'back to magic' approach. And fun! We then looked at the different platforms and decided what aspects of the story we'd like to tell where. We adhered to certain platforms' best practices and, in some instances, broke the rules of what each platform dictates."

All in the Detail

What stands out in the LunchBar Man campaign is its attention to detail, says the agency. From the character development of Bra Lucas to a meticulously created set and clever use of retro technology and video effects, the VML creative team, led by Ferreira, created a story that feels more like a movie than an ad and could almost be believable.

"Craft was a massive focus area for us," says van Son. "The script, each shot and its props, wardrobe (spot Lucas' LunchBar lapel badge), title treatment, Windows Media Player interface, end frame and finally the website — which I highly recommend you take some time to peruse."

According to VML, there's so much to take in that audiences will notice new details and nuances with each viewing. The layers were created using a combination of masterful set construction, special effects and AI.

"We used AI heavily to dress the fact wall and populate his journal, with an assortment of aliens and diagrams. Even the fighter jets are all AI," says van Son. 

VML concludes that the LunchBar Man campaign is a breath of fresh air for audiences and the advertising industry alike. And it certainly makes you want to go out and buy a Cadbury LunchBar… if the aliens don't get them all first!

Individuals are encouraged by VML to watch the ad here and to visit the microsite and play the interactive game here. 

For more information, visit www.thelunchbarman.co.za. You can also follow LunchBar SA on Facebook, X, Instagram, or follow the LuncBar Man on TikTok. 

*Image courtesy of contributor